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The Question that changed 2.8M lives

GSD&M

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Title

The Question that changed 2.8M lives

Entrant

GSD&M

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About This Project

Summary

Veteran suicide is an epidemic we set out to combat with a powerful campaign to change hearts, minds and behavior. We partnered up with the VA and the Ad Council and brought in Academy Award winning director Kathryn Bigelow and got to work. Our strategy was simple but meaningful: Make the act of reaching out courageous and challenge veterans to do for themselves what they’d happily do for someone else.

Goals & Objectives

The goal of “The Question” was to motivate compromised veterans to take action, especially those who may overlook their own mental health. We did this by delivering authentically and focusing on the lead insight: “veterans are the first to help others but not always themselves.”

Results & Impact

22% campaign awareness growth 30% of the total American veterans aware of VA.gov/reach 3.7M broadcast views & 37 million digital impressions at launch 280M broadcast and digital impressions post launch 170K social engagements/clicks from digital extensions 2.8M veterans have reached out since launch

the team

Jay Russell

Chief Creative Officer
GSD&M

Jeff Maki

SVP/Group Creative Director
GSD&M

Christopher Colton

Creative Director
GSD&M

Eli Drljaca

Senior Writer
GSD&M

Miles Beauseigneur

Senior Art Director
GSD&M

Becky Carrel

Executive Producer
GSD&M

Janna Marin

Producer Producer
GSD&M

Alex Kitterman

Project Manager
GSD&M

Michele Head

Studio Supervisor
GSD&M

Bo Bradbury

SVP/Managing Director
GSD&M

David Rockwood

VP/Community Relations
GSD&M

Luke Dreyer

VP/ Group Strategy Director
GSD&M

Kate Gunning

Strategy Director
GSD&M

Keisha Townsend

Chief Inclusion Officer
GSD&M

Kathryn Bigelow

Director
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Patrick Milling-Smith

Executive Producer
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Brian Carmody

Executive Producer
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Sue Yeon Ahn

Executive Producer
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Carlin Wilson-Webb

Executive Producer
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Alex Hughes

Head of Production
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Saul Germaine

Producer
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Barbara Gilmore

Production Supervisor
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Jeremy Allen

Commercial Coordinator
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Peter Jackson

1st AD
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Arseni Khachaturan

Director of Photography
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Inbal Weinberg

Production Designer
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Alexandra Kennedy

Costume Designer
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Kathy Foronjy

Casting Director
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Rock Paper Scissors

Post Production

Sound Lounge

Post Production

Primary

Post Production

Score a Score

Post Production