VA and Ad Council Launch New PSAs for Veteran Suicide Prevention Week
Washington – September 15, 2026 -- The U.S. Department of Veterans Affairs (VA) and the Ad Council are rolling out new public service announcements and expanded resources at VA.gov/REACH as part of Buddy Check Week, running Sept. 21-25, 2026, within the ongoing "Don't Wait. Reach Out." campaign.
Suicide remains a leading cause of death among young Veterans.
In 2023, suicide was the second-leading cause of death for Veterans under 45, with 6,398 Veterans losing their lives that year, according to the 2025 National Veteran Suicide Prevention Annual Report.
Refreshed PSAs target Veterans who question if they deserve support.
The updated "You Are a Veteran" PSAs, developed pro bono by creative agency GSD&M, use Veteran-to-Veteran messaging to reinforce that all Veterans, regardless of when, where or why they served, earned access to care and resources. The ads will run nationwide on donated media placements.