Veterans, whether they recently transitioned to civilian life or have been out of the military for years, face unique challenges that can impact their well-being. This is why Veteran suicide prevention is a key focus area within the Ad Council’s Mental Health Initiative.
The "Don't Wait. Reach Out." campaign—first launched in 2021—is a collaboration between the Ad Council and the U.S. Department of Veterans Affairs (VA) addressing the critical issue of Veteran suicide. The effort takes an upstream approach, encouraging Veterans to seek support and resources with any life challenge they may be facing—well before challenges reach a crisis point. The campaign was established as part of the VA's 10-year plan to end Veteran suicide and encourages Veterans and their loved ones to seek help without hesitation—reinforcing the message that reaching out for help is a sign of strength, not weakness.
In its fifth year, the campaign continues to evolve, adapting new strategies to better serve the needs of Veterans and their loved ones. Last year marked a significant expansion, when the campaign launched new resources for the loved ones of Veterans, recognizing their crucial role in providing support and fostering open conversations about mental health. Friends and family are often the first to notice if a Veteran is struggling and can be key sources of support.
The campaign strategy and creative are informed by Veterans at every stage, from research to development. With activations ranging from new creative to social media engagement to celebrity partnerships, the campaign continues to raise awareness, provide resources and encourage Veterans to reach out for support if they are struggling. Here’s a more detailed look at last year’s strategy and approach.
Developing a Multimedia Campaign
Over the last year, the "Don't Wait. Reach Out." campaign has released a comprehensive multimedia initiative, featuring new video, radio and out-of-home advertisements to continue building on core objectives of the campaign. Entitled “The Bravest Thing,” the new suite of content was created to resonate with both Veterans and their families, features real Veterans alongside their loved ones reminding viewers that seeking help is a courageous and necessary step towards healing. It was crucial to feature real Veterans and their loved ones to center authenticity and lived experience within the work, to ultimately encourage open conversations within the Veteran community.
The new work was strategically placed across diverse donated media channels from national television and radio networks to digital platforms and public spaces to ensure its message was wide reaching. When the creative launched, the campaign worked diligently with partners to ensure this powerful new work was amplified, engaging with press and influencers to share the new creative and resources.
Activating with Trusted Messengers
Partnerships with influential Veterans and public figures played a critical role in spreading the word. By collaborating with individuals who have substantial followings and credibility within the Veteran community, we were able to bring authenticity and relatability to the campaign. Their personal endorsements and shared experiences resonate deeply with other Veterans and Veteran families, encouraging them to start conversations and seek support if needed.
Last year, we were fortunate enough to forage an impactful partnership with The War and Treaty, a Grammy-nominated musical duo composed of Veteran Michael Trotter Jr. and his wife Tanya. The couple shared about a time Tanya supported Michael in seeking help when he experienced a moment of crisis, inspiring their song “Five More Minutes.” Their vulnerability was met with strong support and positive engagement from Veterans and is a poignant testament to the impact a loved one can have. This powerful act of sharing first-hand experiences underscores the value of trusted messengers to further the campaign’s message that seeking support is a courageous and vital step.
We also collaborated with entertainer David Mann for a conversation on his series, "Mann Family Dinner." This episode featured Veterans and their loved ones discussing the challenges Veterans may encounter after military service and the importance of support from loved ones. The guests included Mann's aunt Paula and cousin La’Charlton, who are both Veterans, as well as Terrence Hayes, then deputy assistant secretary for VA’s Office of Public and Intergovernmental Affairs.
Over the past year, we also extended the campaign by engaging faith communities, which are a core part of many Veterans' lives. It was essential to empower a breadth of faith leaders to foster environments of openness within their congregations. In collaboration with Values Partnerships, we built a toolkit to help faith leaders support the Veterans in their community. Among other important resources, it includes key messages, advice for talking about mental health and an example of a religious service outline.
As part of this expansion, we partnered with influencers in the faith community who encouraged Veterans and loved ones to reach out for support, including:
- Fred Hammond, a U.S. Army Veteran and Grammy-winning gospel artist.
- Imam Talib Shareef, the President and Imam of the historic Masjid Muhammad, The Nation’s Mosque, and a Chief Master Sergeant of the U.S. Air Force.
- Rev. Sara Webb Phillips, a spiritual leader and author who has been active in the leadership of The United Methodist Church.
Driving Social Media Engagement
Social media engagement is a cornerstone of the campaign, focusing on reaching Veterans across the various social channels where they frequent. From the original launch strategy in 2021, we intentionally created a campaign-specific hashtag alongside original social content that speaks to our audience and spotlights our campaign message. By establishing and continuing to utilize #VetsReachOut, the campaign encourages Veterans and supporters alike to join the conversation and encourage Veterans to reach out for support before a crisis.
To further support the suicide prevention efforts of other organizations and individuals, the campaign provides social content and communications materials to the public through the campaign toolkit. We encourage local suicide prevention offices, Veteran Service Organizations and individual supporters to use this content and to share with their audiences and leverage their networks and expertise to spread the word.
Resource and Website Enhancements
The campaign website is custom-built to serve as an easy-to-navigate repository for Veterans and their loved ones. The site offers a wealth of resources, ranging from mental health support to educational materials on navigating post-military life. Its user-friendly design ensures visitors can quickly find the information they need, while the consistently updated content reflects the latest research and best practices in Veteran care.
Continually refreshing the website is a crucial aspect of the campaign, ensuring Veterans and their loved ones have easy access to comprehensive and up-to-date resources. By providing timely and accurate information, the campaign helps Veterans and their families navigate the complexities of life’s challenges and access the tools and resources to help them thrive.
Measurable Impact
The campaign has made considerable strides in reaching Veterans and providing them with critical support. Since its launch, the campaign has driven more than 5.5 million visits to the website. These impressive results highlight the effectiveness of the campaign's outreach efforts and the growing awareness among Veterans about the available resources.
An increasing number of Veterans, nearly half, have seen or heard at least one of the campaign spots. This means around 8.1 million Veterans in the U.S. are now aware of the campaign's message. Additionally, about 3.5 million Veterans who are currently struggling are aware of the creative and have taken action to seek help, showcasing the tangible impact the campaign has had in encouraging Veterans to reach out for support.
These results underscore the campaign's success in bridging the gap between Veterans and the resources they need, ultimately fostering a sense of community and normalizing conversations about mental health.
Our Ongoing Commitment
The "Don't Wait. Reach Out." campaign has and will continue to play a pivotal role in addressing Veteran suicide and providing Veterans with support across life’s challenges. By fostering a sense of community and normalizing conversations about mental health, the campaign not only directs Veterans to assistance but also cultivates long-term resilience among their communities.
As the campaign enters its fifth year, we remain committed to refining and expanding its strategies to better serve Veterans and their loved ones. By continuously updating its content and exploring new avenues for outreach and support, the campaign demonstrates a steadfast dedication to its mission of preventing Veteran suicide and supporting the holistic well-being of Veterans and their families. Learn more about this campaign and the available resources at VA.gov/REACH.