VA and Ad Council expand Veteran suicide PSAs

The ads use Veteran-to-Veteran messages to emphasize the role of connection and remind Veterans that their service gives them access to resources, care and support.

The U.S. Department of Veterans Affairs (VA) and the Ad Council are expanding their Don't Wait. Reach Out. campaign during Suicide Prevention Month, with additional resources and public service advertisements supporting Veterans ahead of Buddy Check Week from September 21 to 25, 2026.

The initiative encourages Veterans to check in with one another and seek support when facing personal challenges. The organizations are adding resources to VA.gov/REACH and updating the campaign’s You Are a Veteran PSAs, which focus on connection within the Veteran community.

Campaign highlights Veteran-to-Veteran support

In 2023, suicide was the second-leading cause of death among US Veterans under 45. A total of 6,398 Veterans died by suicide that year, according to the 2025 National Veteran Suicide Prevention Annual Report.

The campaign’s You Are a Veteran PSAs address uncertainty among some Veterans about whether their experiences qualify them for support or whether they should identify as Veterans.

Heidi Arthur, Chief Campaign and Program Officer at the Ad Council: “We've seen firsthand how impactful human connection can be. Buddy Check Week is a reminder that Veterans don't have to navigate life's challenges alone. We're honored to be a part of a campaign that helps Veterans support one another and ensure that Veterans everywhere know there are resources available to them.”

Buddy Check Week promotes Veteran connections

Buddy Check Week encourages Veterans to strengthen relationships through simple actions such as a text, phone call or conversation. VA launched the initiative in 2023 following legislation establishing the observance.

The program forms part of VA’s public health approach to suicide prevention, which emphasizes supportive relationships and connections among people with similar experiences.

The VA and Ad Council are also partnering with Twitch on a livestream featuring Veteran gamers during Buddy Check Week. The participants will check in with one another and encourage viewers to connect with Veterans and friends in their own lives.

GSD&M develops campaign PSAs

The PSAs were developed pro bono by creative agency GSD&M and will run nationwide through donated media placements.

Bo Bradbury, SVP and Managing Director at GSD&M: “Our research revealed that many Veterans are unsure whether they are entitled to support—or whether they should even see themselves as Veterans—because of when, where or why they served. That insight shaped a message designed to meet those uncertainties and reinforce that every Veteran, regardless of their experience, deserves care and connection. We want every Veteran to feel recognized, valued and confident seeking the support they have earned.”

The Don't Wait. Reach Out. campaign forms part of VA’s 10-year strategy to prevent Veteran suicide and the Ad Council’s broader Mental Health Initiative, which aims to encourage more open and proactive approaches to mental health.

Campaign drives Veteran support resources

An estimated 3.5 million Veterans in the US who are currently struggling and aware of the campaign have reached out for help within the past six months, according to campaign data.

Since its launch, the campaign has generated more than $150 million in donated media support and more than 7.5 million visits to VA.gov/REACH, which provides Veterans with access to resources and support.

www.adcouncil.org

www.va.gov

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