U.S. Department of Veterans Affairs / Ad Council: The Bravest Thing

As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council today launched new public service advertisements (PSAs) for their national campaign: 'Don’t Wait. Reach Out'. The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available. 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. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives. The 'Don’t Wait. Reach Out.' campaign has also partnered with Grammy-nominated duo The War And Treaty, which consists of singer-songwriters Veteran Michael Trotter Jr. and his wife Tanya Trotter. In a video launching today, the couple shares how Tanya supported Michael in seeking help when he experienced a moment of crisis, inspiring their song “Five More Minutes.”