Abstract
In recognition of Suicide Prevention Month and Veteran Buddy Check Week (Sept. 21–25), the U.S. Department of Veterans Affairs and the Ad Council are expanding their national “Don't Wait. Reach Out” campaign with new resources and public service announcements (PSAs) designed to encourage veterans to connect with and support one another, according to an Ad Council news release. The campaign is refreshing its “You Are a Veteran” PSA series, which addresses a key barrier to seeking help: Some former service members question whether they qualify as veterans or deserve support. Through Veteran‐to‐Veteran messaging, the PSAs emphasize the importance of peer connection and remind veterans that, regardless of when, where or why they served, they have earned access to care and support. The initiative comes amid ongoing concerns about veteran suicide. According to the latest National Veteran Suicide Prevention Annual Report, 6,398 veterans died by suicide in 2023, making it the second‐leading cause of death among veterans younger than age 45. The PSAs will run nationwide through donated media placements.