Our Impact

Service looks different for every Veteran. But no matter when, where or how they served, every Veteran deserves support.

The 2025 PSA "You Are a Veteran" acknowledges that many Veterans wrestle with complex feelings about their service, sometimes questioning whether they deserve Veteran resources and support at all. The “Don’t Wait. Reach Out.” campaign aims to challenge those beliefs by reinforcing a powerful truth: no matter when, where or why they served, every Veteran has earned the right to support.

Faith often plays a role in offering comfort, connection and a sense of belonging. Learn about how this toolkit can help faith leaders support Veterans and start conversations about mental health in their communities.

The Ad Council’s blog highlights the impact of the “Don’t Wait. Reach Out.” campaign in addressing the critical issue of Veteran suicide. The campaign has reached millions through multimedia outreach, trusted messengers, and community engagement—helping normalize conversations about mental health and suicide prevention among Veterans.

Veterans and their loved ones acknowledge that it can be hard for Veterans to reach out if they’re struggling — but in the eyes of their loved ones, seeking help is an act of bravery.

The campaign partners with Grammy-nominated duo The War And Treaty, which consists of singer-songwriters Veteran Michael Trotter Jr. and his wife Tanya Trotter. The couple shares how Tanya supported Michael in seeking help when he experienced a moment of crisis, inspiring their song “Five More Minutes.”

Read the press release for the 2024 PSAs that encourages Veterans to lean on their loved ones and reminds them that seeking help is an act of bravery. The PSAs feature Veterans alongside their friends and family, including a separate PSA with The War And Treaty's Michael Trotter Jr. and Tanya Trotter.

“The Question” PSAs launch, inspired by the insight that 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 videos pose the simple question: “When was the last time you asked for help?” 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 PSA films.

James Hetfield and Robert Trujillo of Metallica partner with the campaign to encourage Veterans to reach out for support. Through filming a PSA and continuing to show the message during their U.S. tour, the songwriters of "Screaming Suicide" remind us that there is hope, and we all have a role to play in suicide prevention.

Metallica partners with the ‘Don’t Wait. Reach Out’ campaign by displaying PSAs at their concerts to millions of fans encouraging Veterans to reach out for support. Read the VA News article to learn how storytelling can help encourage help seeking and how the PSA helped remind Veterans they are not alone.

Read the press release for the 2023 PSA "The Question," encouraging Veterans to ask for help before they’re in crisis, directed by Academy Award winner Kathyrn Bigelow. The PSAs pose the simple question: “When was the last time you asked for help?”

There are over 2 million women Veterans in the U.S., making up 10% of the Veteran population and the fastest-growing segment of Veterans. Read about the U.S. Department of Veterans Affairs and the Ad Council’s campaign developed specifically for women featuring three women Veterans reflecting on their experience asking for help.

Stressful life events like divorce, job loss, or housing troubles can be risk factors for suicide. Among Veterans, these challenges can be compounded by misconceptions around seeking help. In the PSA “Battle Buddy” Veterans are reminded there is nothing wrong with getting help and they don’t have to face life’s challenges alone.

Women make up 10% of Veterans in the U.S. and are the fastest growing group. The PSA reminds women Veterans if they need support transitioning to civilian life or other life challenges, that help is available.

Ad Council partners with Meta Creative Shop to feature stories from Veteran tattoo artists, who share about their experiences with ink being an unspoken conversation starter between Veterans. The artists each designed tattoos in the theme of “Don’t Wait. Reach Out.” and Meta created an AR filter for people to try the tattoos on for themselves.

Over 55% of Veterans struggle with challenges in life after their service. The partnership with ATTN: highlights the importance of reaching out when Veterans are experiencing life challenges. Reaching out is key for Veterans, whether it’s connecting with friends, Veteran centers, therapy, or finding resources.

In partnership with Twitch, U.S. Air Force Veteran and gamer DeeJayKnight leads a two-hour stream in which he shares about his own experiences transitioning out of the military and spreads the word about campaign resources available on VA.gov/REACH.

The Boil PSA expired in 2024.

“Don’t Wait. Reach Out.” first launches in October 2021 with “Boil,” a moving film reminding Veterans that they are not alone, and help is available. “Boil” received $17.5M in donated media support while it was on air.

The Boil PSA expired in 2024.

Read the press release from the campaign’s first PSA to encourage Veterans to reach out for help before their challenges become overwhelming. The PSA directs audiences to this site to make it easier for Veterans to find guidance and support services from across the full breadth of the VA’s offerings.