On December 2, 2025, the U.S. Department of Veterans Affairs (VA) and the Ad Council launched a new suite of public service announcements (PSAs) as part of the ongoing “Don’t Wait. Reach Out” campaign. This initiative aims to provide veterans with immediate access to resources and services that help them through various life challenges, including mental health struggles and suicide prevention.
The new PSAs, titled “You Are a Veteran”, address a significant issue: many veterans feel unworthy of the resources available to them or hesitate to identify as veterans due to the circumstances of their service. The campaign’s core message aims to affirm that every veteran has earned the right to support, no matter when or where they served.
“Veterans face unique challenges, and these new PSAs are an essential reminder that seeking help is not a sign of weakness but a brave and necessary step toward healing,” said Dr. Todd Burnett, acting executive director of the VA Office of Suicide Prevention.
Key Details of the “You Are a Veteran” Campaign
| Category | Details |
|---|---|
| Campaign Name | You Are a Veteran |
| Initiative | Part of the “Don’t Wait. Reach Out” campaign |
| Purpose | Encourage veterans to seek support and address mental health issues |
| Target Group | All veterans, especially those struggling with mental health and suicidal thoughts |
| Key Message | Veterans are worthy of support, regardless of their service story |
| Launch Date | December 2, 2025 |
| Primary Platform | VA.gov/REACH (Veteran resources and support hub) |
| Collaborators | U.S. Department of Veterans Affairs, Ad Council, GSD&M |
| Additional Resources | Veterans Crisis Line (Dial 988, then Press 1) |
| Distribution Channels | TV, digital, social media, print, and out-of-home advertising |
The Impact of the “Don’t Wait. Reach Out” Campaign
The “Don’t Wait. Reach Out” campaign has already demonstrated a significant impact since its launch, with over three million veterans who were struggling taking action to seek help after seeing the message. The campaign has become an integral part of the VA’s broader suicide prevention efforts, focusing on reducing barriers to support and fostering a more open, supportive environment for veterans who might otherwise hesitate to seek help.
“The continued success of this campaign is a testament to the importance of visibility and accessible resources. Veterans need to know that support is available, and this campaign is doing just that,” said Heidi Arthur, Chief Campaign Development Officer at the Ad Council.
Veteran Suicide Rates and the Urgency of Support
According to the 2024 National Veteran Suicide Prevention Annual Report, the suicide rate among veterans is more than double the rate for non-veteran U.S. adults, highlighting the urgent need for continued and enhanced mental health resources. The VA’s Office of Suicide Prevention has set this issue as a top clinical priority and is committed to reducing these rates through a combination of community-based prevention and clinical intervention.
The new “You Are a Veteran” PSAs specifically aim to combat the stigma that prevents some veterans from seeking help, reinforcing the message that asking for help is not only okay but necessary.
“Veterans should never feel like they are alone in their struggles. The truth is, seeking help is one of the strongest things you can do, and the resources are there,” stated Karla Azcuy, Director of the VA Portland Health Care System.
Expanding Access to Resources for Veterans
The new suite of PSAs was developed pro bono by the creative agency GSD&M, directed by Dominique DeLeon of Rodeo Show Productions, and edited by Sam Perkins of Nomad Edit. These PSAs will run nationwide on donated media placements, including broadcast television, digital, social media, print, and out-of-home platforms. The Ad Council will distribute the PSAs to more than 1,850 broadcast TV stations across the country.
In addition to raising awareness about mental health and suicide prevention, the campaign also emphasizes that every veteran deserves access to the resources they’ve earned. The VA created the VA.gov/REACH website as a central hub for veterans to connect to the right services and support tailored to their unique needs.
“These PSAs bring visibility to the challenges veterans face, ensuring they understand that reaching out for help is part of being strong. The resources are out there, and it’s never too late to ask for support,” said Bo Bradbury, SVP and Managing Director at GSD&M.
Ongoing Commitment to Mental Health and Suicide Prevention
The “You Are a Veteran” PSAs are not just a short-term initiative but part of the VA’s long-term 10-year strategy to prevent veteran suicide. This strategy is grounded in a public health approach that integrates community-based efforts with clinical interventions. The Ad Council’s broader Mental Health Initiative is also working to reduce the social barriers surrounding mental health and create a more open, supportive society.
The campaign’s ongoing success has generated over $125 million in donated media support, driving over 7.3 million visits to the VA.gov/REACH website, which continues to serve as a vital resource hub for veterans in need of support.
“This campaign is part of a larger societal shift toward recognizing the importance of mental health. With every ad, we hope to reduce stigma and encourage more veterans to reach out for help,” explained Heidi Arthur, Chief Campaign Development Officer at the Ad Council.
Final Thought
The “You Are a Veteran” PSAs, launched by the U.S. Department of Veterans Affairs and the Ad Council, are a crucial part of the ongoing fight against veteran suicide and mental health challenges. By directly addressing the hesitations many veterans have about seeking help, these messages encourage them to embrace their identity as veterans and access the support they have earned.
With continued efforts to raise awareness, expand resources, and reduce stigma, this campaign represents a significant step toward ensuring that veterans are never alone in their journey toward healing and recovery.
“The new campaign helps to remind veterans that no matter their story, they deserve the support they need to thrive. We are committed to ensuring that every veteran has the help and resources they need to succeed,” said Dr. Todd Burnett, acting executive director of the VA Office of Suicide Prevention.
FAQs
What is the “You Are a Veteran” campaign?
The “You Are a Veteran” campaign is a national initiative developed by the VA and the Ad Council to encourage veterans to seek help for mental health challenges and address veteran suicide prevention.
How can veterans access support through this campaign?
Veterans can visit VA.gov/REACH, a website created by the VA that connects them to resources and services. Veterans can also call the Veterans Crisis Line at 988 then Press 1 or text 838255 for immediate support.
How has the campaign impacted veterans so far?
Since launching, the “Don’t Wait. Reach Out” campaign has prompted over three million veterans to take action and seek help.
How are the PSAs being distributed?
The PSAs will be aired nationwide across broadcast TV, digital, social media, print, and out-of-home media, reaching millions of veterans and their families.
