Veterans urged to 'Don’t Wait. Reach Out' if they are struggling

September is national suicide prevention month and a national campaign has been launched by the Department of Veterans Affairs and the Ad Council urging veterans to "Don't Wait. Reach Out. "

The new PSA, “ The Bravest Thing, ” acknowledges 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.

"This moving new work shows the depth of the bonds that veterans share with their friends and family," said Heidi Arthur, chief campaign development officer at the Ad Council. "We hope to remind veterans and their loved ones how important and brave it is to reach out for support when things feel overwhelming."

According to the latest data from the 2023 National Veteran Suicide Prevention Annual Repo rt, 6,392 veterans lost their lives to suicide in 2021.

The PSA features veterans alongside their friends and family and encourages veterans to open up if they're struggling. It also serves as a reminder that everyone can play a role in supporting the veterans in their lives.

“We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing veteran suicide,” said Dr. Matthew Miller, executive director of VA’s Office of Suicide Prevention. “Through this campaign, we can spread hope that veterans, and all of us, can overcome crises and difficult life challenges."

The PSAs were created pro bono by advertising agency GSD&M and directed by writer and filmmaker Andre Muir in partnership with SMUGGLER. They appear nationally across donated media space and time, including broadcast, digital, social, out-of-home and print. Major media platforms have supported this effort since it began, such as FOX, Meta, Reddit, Twitch, Yahoo! and YouTube. They will also be distributed across the Ad Council's network of more than 1,850 broadcast TV stations.

"These powerful stories reveal how the loved ones of veterans often become their strongest supporters, motivating them to seek help," said Bo Bradbury, SVP and managing director at GSD&M.

The campaign has also partnered with Grammy-nominated duo The War And Treaty, which consists of singer-songwriter veteran Michael Trotter Jr. and his wife Tanya Trotter. In a video , the couple shares how Tanya supported Michael in seeking help when he experienced a moment of crisis, inspiring their song "Five More Minutes."

Veterans facing challenges can visit here to access resources.

Reach Julia LeDoux at Julia@connectingvets.com .

If you're a veteran in crisis or concerned about one, contact the Veterans Crisis Line to receive 24/7 confidential support. You don't have to be enrolled in VA benefits or health care to connect. To reach responders, Dial 988 then Press 1, chat online or text 838255.