The U.S. Department of Veterans Affairs and the Ad Council released public service advertisements (PSAs) for their ongoing national campaign: “Don’t Wait. Reach Out.” Since 2021, the campaign has encouraged military veterans who are struggling with mental health issues to visit VA.gov/REACH, a comprehensive website designed to help them navigate the wide range of resources available.
The new PSAs, states a release, are inspired by the insight that military veterans are often the first to help others, but it can sometimes be tougher for veterans to ask for help or accept it for themselves. The PSAs pose the simple question: “When was the last time you asked for help?”
“There is nothing more important to VA than ending veteran suicide – and a key part of that effort is encouraging and normalizing the act of reaching out for support,” said Secretary Denis McDonough, U.S. Department of Veterans Affairs. “Through this ongoing campaign, we’re trying to spread awareness and hope that veterans — and all of us — can make it through tough times. Suicide is preventable, and we can all play a role by checking in on each other and encouraging those who are struggling to seek the support they need. Don’t Wait. Reach Out.”
According to a release, although the veteran suicide rate meaningfully decreased in both 2019 and 2020, the suicide rate among veterans in 2020 was 57% higher than non-veteran adults, according to the most recent available data from the 2022 National Veteran Suicide Prevention Annual Report.
“Veterans, by nature and training, are deeply committed to helping others—and that means they often put service before self,” said Heidi Arthur, Chief Campaign Development Officer at the Ad Council. “Through this emotionally resonant new film, we are pleased to continue this critical partnership with the VA to encourage veterans to offer themselves the same empathy and support that they would give to others.”
The PSAs were created pro bono by advertising agency GSD&M. The creative strategy was based on extensive research with veterans, and the PSAs feature a diverse range of veterans reflecting on the difficulties of asking for support. Academy Award–winning film director and screenwriter Kathryn Bigelow, known for her work on films including “The Hurt Locker” and “Zero Dark Thirty,” directed the PSAs.
0 Comments