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Learn more about the national communications campaign and the lifesaving impact it has had on Veterans.","randomHeroImages":[{"img":"images/james-april_adcouncil_gsd-m_kaylajames_666-72dpi.jpg","alt":"James with his hand around April on the couch with a photo of him in his uniform on the table"}],"hideCopyLink":true,"pageSections":[{"dark":false,"topContent":"## **About**\n\n“Don’t Wait. Reach Out.” is part of VA’s 10-year strategy to end Veteran suicide through a comprehensive, public health approach, combining community prevention and clinical intervention strategies.\\\n\\\n**[Read more about the partnership between VA and the Ad Council.](https://www.adcouncil.org/learn-with-us/all-articles/impact/supporting-veterans-the-impact-of-the-dont-wait-reach-out-campaign-on-suicide-prevention)**","iconGrid":{"title":null,"orientation":null,"icons":[]},"tabs":{"nextText":null,"grayBg":false,"tab1":null,"tab2":null,"tab3":null},"dosDonts":null,"testimonial":null,"imageTextComponent":null,"bottomContent":null},{"dark":false,"topContent":"## **Impact**\n\nThe campaign has made considerable strides in reaching Veterans and providing them with critical support.","iconGrid":{"title":"","orientation":true,"icons":[{"img":"images/chart-line-up-light.svg","alt":"Line graph showing arrow increasing overtime","text":"Nearly half of Veterans — around **8.1 million** — are aware of the campaign message, and roughly a third of Veterans are familiar with the website of resources."},{"img":"images/users-line-light.svg","alt":"people together","text":"Since its launch, the campaign has driven more than **7.3 million visits** to [VA.gov/REACH](/), a custom website built to make it easier for Veterans to find the VA resources relevant to them."},{"img":"images/hands-holding-heart-light.svg","alt":"Hands held open with a heart in the middle","text":"An estimated **3.4 million Veterans** who are currently struggling are aware of the campaign and have taken action to seek help, showcasing the tangible impact “Don’t Wait. Reach Out.” has had in encouraging Veterans to reach out for support."}]},"tabs":{"nextText":null,"grayBg":false,"tab1":null,"tab2":null,"tab3":null},"dosDonts":null,"testimonial":null,"imageTextComponent":null,"bottomContent":"**The message is making a difference.** These results underscore the campaign's success in bridging the gap between Veterans and the resources they need, highlighting the effectiveness of the campaign's outreach efforts and the growing awareness among Veterans about the available resources."},{"dark":false,"topContent":"## Campaign History\n\nThe campaign has continued to evolve, adapting new strategies to continuously serve the needs of Veterans and their loved ones. The strategy has been informed by Veterans at every stage, from research to development. With activations ranging from new creative to social media engagement to celebrity partnerships, “Don’t Wait. Reach Out.” continues to raise awareness, provide resources, and encourage Veterans to reach out for support if they are struggling.\\\n\\\n**Explore the strategies by the year below:**","iconGrid":null,"tabs":{"nextText":null,"grayBg":false,"tab1":null,"tab2":null,"tab3":null},"dosDonts":null,"testimonial":null,"imageTextComponent":{"titleLevel":3,"enableJumpLinks":true,"imageTextSection":[{"title":"2025","imageText":[{"title":"PSA: “You are a Veteran”","description":"Service looks different for every Veteran. But no matter when, where or how they served, every Veteran deserves support.","image":{"img":"images/you-are-a-veteran.jpg","alt":"Veterans sitting in dimly lit room on couches having conversations"},"cta1":{"text":"Watch and Share \"You are a Veteran\"","url":"https://www.va.gov/REACH/material/you-are-a-veteran/"},"cta2":null,"cta3":null},{"title":"Press Release: VA and the Ad Council Affirm That Every Veteran Deserves Support – Regardless of When, Where or Why They Served","description":"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.","image":{"img":"images/cindy-michael_043-copy-2.jpg","alt":"Male and Female Veteran in nice clothes in front of a black background"},"cta1":{"text":"Read the 2025 Press Release","url":"https://www.adcouncil.org/learn-with-us/press-releases/va-and-the-ad-council-affirm-that-every-veteran-deserves-support-regardless-of-when-where-or-why-they-served"},"cta2":null,"cta3":null},{"title":"VA News: Share Veteran Support Resources With Your Faith Leader","description":"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.","image":{"img":"images/vcp-faith-toolkit-landscape.jpg","alt":"Two women embracing each other with a hug"},"cta1":{"text":"Learn More About the Toolkit","url":"https://news.va.gov/143154/share-support-resources-with-your-faith-leader/"},"cta2":null,"cta3":null},{"title":"Blog: Supporting Veterans: The Impact of the \"Don't Wait. Reach Out.\" Campaign on Suicide Prevention","description":"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.","image":{"img":"images/james-april_adcouncil_gsd-m_kaylajames_666-72dpi.jpg","alt":"James with his hand around April on the couch with a photo of James in his uniform in front of a flag on the table"},"cta1":{"text":"Read the \"Supporting Veterans\" Blog","url":"https://www.adcouncil.org/learn-with-us/all-articles/impact/supporting-veterans-the-impact-of-the-dont-wait-reach-out-campaign-on-suicide-prevention"},"cta2":null,"cta3":null}]},{"title":"2024","imageText":[{"title":"PSA: \"The Bravest Thing\"","description":"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.","image":{"img":"images/72-dpi-cynthias_cynthiam-16x9.jpg","alt":"A Veteran and her mother sitting on a couch in front of floral wallpaper and a collage of portraits including some from her service"},"cta1":{"text":"Watch and Share \"The Bravest Thing\"","url":"/material/the-bravest-thing"},"cta2":{"text":"Learn How to Help a Veteran in Your Life","url":"/family-friends"},"cta3":null},{"title":"PSA: \"Five More Minutes\"","description":"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.”","image":{"img":"images/five-more-minutes-web.jpg","alt":"The War and Treaty singing outside together"},"cta1":{"text":"Watch and Share \"Fire More Minutes\"","url":"/material/five-more-minutes"},"cta2":null,"cta3":null},{"title":"Press Release: VA and the Ad Council Redefine Bravery in New Suicide Prevention PSA","description":"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.","image":{"img":"images/joseph-margaret_adcouncil_gsd-m_kaylajames_1028-72.jpg","alt":"A couple sitting on the couch together looking at old active duty photos"},"cta1":{"text":"Read the 2024 PSA Press Release","url":"https://www.adcouncil.org/learn-with-us/press-releases/va-and-the-ad-council-redefine-bravery-in-new-suicide-prevention-psas"},"cta2":null,"cta3":null}]},{"title":"2023","imageText":[{"title":"PSA: \"The Question\"","description":"“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.","image":{"img":"images/the-question-web.jpg","alt":"Veterans standing in a warehouse silhouetted in front of large windows"},"cta1":{"text":"Watch and Share \"The Question\"","url":"/material/the-question/"},"cta2":null,"cta3":null},{"title":"Partnership: Metallica","description":"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.","image":{"img":"images/metallica-web.jpg","alt":"Metallica lead singer speaking towards camera with text 'dial 988 then press 1'"},"cta1":{"text":"Watch the Metallica PSA","url":"/material/metallica/"},"cta2":null,"cta3":null},{"title":"VA News: Metallica Encourages Veterans to Reach Out for Support","description":"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. \n","image":{"img":"images/reach-impact-metallica_vp1.png","alt":"James Hetfield, vocalist and guitarist and Robert Trujillo, bassist looking straight at the camera"},"cta1":{"text":"Learn More About Metallica’s Involvement","url":"https://news.va.gov/131897/metallica-encourages-veterans-reach-out-support/"},"cta2":null,"cta3":null},{"title":"Press release: New PSAs from VA and the Ad Council Strive to Reduce Veteran Suicide","description":"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?”","image":{"img":"images/myles-x-veterans-affairs0343-72.jpg","alt":"Veteran Myles sitting in a chair looking off to the left."},"cta1":{"text":"Read the 2023 PSA Press Release","url":"https://www.adcouncil.org/learn-with-us/press-releases/new-psas-from-va-and-the-ad-council-strive-to-reduce-veteran-suicide"},"cta2":null,"cta3":null},{"title":"Blog: Centering Women Veterans in ‘Don’t Wait. Reach Out.’ Campaign","description":"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.","image":{"img":"images/reach-centering-women-veterans-in-dont-wait-reach-out.png","alt":"Veteran woman framed to the right smiling and looking off"},"cta1":{"text":"Read the \"Centering Women Veterans\" Blog","url":"https://www.adcouncil.org/learn-with-us/all-articles/centering-women-veterans-in-dont-wait-reach-out-campaign"},"cta2":null,"cta3":null}]},{"title":"2022","imageText":[{"title":"PSA: \"Battle Buddy\"","description":"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.","image":{"img":"images/battle-buddy.jpg","alt":"Veteran working on fence outdoors smiling to man off camera"},"cta1":{"text":"Watch and Share \"Battle Buddy\"","url":"/material/battle-buddy/"},"cta2":null,"cta3":null},{"title":"PSA: \"Women Veterans\"","description":"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.","image":{"img":"images/women-veteran-psa.png","alt":"Two women Veterans sit across from each other while talking at the gym"},"cta1":{"text":"Watch and Share \"Women Veterans\"","url":"/material/women-veterans/"},"cta2":null,"cta3":null},{"title":"Partnership: Meta","description":"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.","image":{"img":"images/meta-partnership-tattoos.jpg","alt":"Veteran holding his tattoo design and a tablet showing a close up of another Veteran's design"},"cta1":null,"cta2":null,"cta3":null},{"title":"Partnership: ATTN:","description":"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.","image":{"img":"images/now-this-670px.jpg","alt":"Silhouettes of Veterans sitting in a circle with text \"reaching out to fellow Veterans can be the first step.\""},"cta1":{"text":"Watch and Share the ATTN: Partnership","url":"https://www.instagram.com/p/CjD0gmRp2dd/"},"cta2":null,"cta3":null},{"title":"Partnership: Twitch","description":"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.","image":{"img":"images/twitch-1-72.jpg","alt":"Screenshot of DeeJayKnight's twitch stream with a bannr that reads 'Don't wait. Reach out.'"},"cta1":null,"cta2":null,"cta3":null}]},{"title":"2021","imageText":[{"title":"PSA: Boil","description":"The Boil PSA expired in 2024.\n\n“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.","image":{"img":"images/boil-graphics-670px-447px.jpg","alt":"Make no mistake, reaching out is hard. Do it anyway. You're not alone. You've got this. "},"cta1":null,"cta2":null,"cta3":null},{"title":"Press release: VA and the Ad Council Launch National Campaign to Reduce Veteran Suicide","description":"The Boil PSA expired in 2024.\n\nRead 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.","image":{"img":"images/boil-graphics-670-447-psa-1-.jpg","alt":"You are not a frog. Find resources at VA.gov/REACH"},"cta1":{"text":"Read the 2021 Press Release","url":"https://www.google.com/url?q=https://www.adcouncil.org/press-releases/v-a-and-the-ad-council-launch-national-campaign-to-reduce-veteran-suicide&sa=D&source=docs&ust=1755096776023466&usg=AOvVaw0Gc5JF3XigKtnMQ4F47wgy"},"cta2":null,"cta3":null}]}]},"bottomContent":null}]}}},"pageContext":{}},
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