About This Project
Summary
Building on the prior year’s success driving 3.3M Veterans to seek help, our campaign pivoted after learning many at-risk Veterans don’t identify with the “Veteran” label. “Bravery Echoes” empowered loved ones—America’s “hidden heroes”—with PSAs and digital outreach, reframing the conversation and expanding reach. This research-driven approach provided resources and redefined suicide prevention outreach for Veterans nationwide.
Goals & Objectives
Our goals: Increase awareness of VA resources among Veterans and loved ones, shift attitudes to reduce stigma around seeking help, and drive action by empowering loved ones to encourage or seek support—ultimately preventing Veteran suicide.
Results & Impact
The campaign doubled impact year-over-year: 3.1M Veterans and 3.8M loved ones reached out for help. 44% of Veterans saw campaign PSAs, and loved ones became 33% more likely to take positive action—transforming suicide prevention through expanded, effective outreach.
JOIN THE NEWSLETTER