VA and the Ad Council's suicide prevention PSA encourages vets to reach out

The PSA, created by TBWA\Chiat\Day, features real Veterans approaching their 'boiling point.'

Suicide is preventable, but it can be hard to reach out for help, especially for Veterans. 

In fact, suicide rates among Veterans in the U.S. was 52% higher than non-Veteran adults in 2019, according to the 2021 National Veteran Suicide Prevention Annual Report.

It’s a concerning statistic, but the U.S. Department of Veterans Affairs and the Ad Council want to encourage vets to get help. 

In the campaign "Don’t Wait, Reach Out," real life Veterans are quietly battling suicidal thoughts, which become increasingly unmanageable. 

The voice-over compares their struggles to a frog put in a pot of cool water that slowly begins to boil. 

"We make excuses for how we feel, we push everything down," the voice-over says. "We tell ourselves the lie that it’s easier to stay in boiling water, to disconnect. And some days, maybe it is. But you’ve never been interested in easy."

"Reaching out is hard, do it anyway," the voice-over concludes. 

The spot ends by directing viewers to, which has resources for Veterans. 

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