Hidden Causes of Veterans’ Struggles Prompt Urgent VA Communication Efforts

In a nationwide effort to combat veteran suicide, the Department of Veterans Affairs (VA) and the Ad Council have partnered on a campaign encouraging veterans to seek help before reaching crisis points. The initiative, “Don’t Wait. Reach Out,” provides crucial resources for veterans facing various life challenges.

Recent data from the 2024 National Suicide Prevention Annual Report reveals alarming statistics: suicide ranked as the 12th leading cause of death for veterans in 2022, with approximately 17.6 veteran suicides occurring daily. These numbers underscore the urgent need for intervention and support.

“No mission should be fought alone. Life has its challenges. You don’t have to solve them alone,” states the campaign’s website, emphasizing that this applies to everyday struggles as well as more complex issues. The initiative has already made significant impact, with an estimated 3.5 million veterans who are familiar with the campaign taking action to seek help during difficult times.

U.S. Army veteran Aaron Knowles, who is involved in the campaign, expressed the profound importance of this work. “To speak to those who may not feel worthy of the title ‘veteran’ is such a meaningful chance to remind them they absolutely do belong, that growth and camaraderie are still theirs — and that new missions and opportunities are always within reach,” Knowles said.

Heidi Arthur, chief campaign development officer at the Ad Council, noted that while progress has been made in preventing veteran suicide, continued vigilance remains essential. “We’re committed to keeping this message front and center year-round. While we know that the holidays can be especially hard for many, the reality is that veterans can struggle at any time,” Arthur explained.

The campaign offers comprehensive resources addressing various challenges veterans might face, including financial difficulties, career concerns, educational pursuits, relationship issues, and substance abuse problems. It also provides support for mental health conditions such as depression, isolation, and post-traumatic stress disorder (PTSD).

According to the campaign, warning signs that a veteran may be struggling include sleep or fatigue issues, financial difficulties, trouble managing stress, being bothered by traumatic memories, unhealthy use of alcohol or drugs, or difficulties with personal relationships.

For friends and family members concerned about a veteran, the campaign provides guidance on how to initiate supportive conversations. Suggestions include statements like, “I might not be able to understand exactly what you’re going through or how you feel, but I care about you and want to help,” and “When you want to give up, or feel overwhelmed by emotion, take things in smaller chunks, like getting through the next minute, hour or day — whatever you can manage.”

The campaign advises loved ones to avoid arguing, lecturing, promising confidentiality, or blaming themselves when reaching out to veterans who may be in distress.

Honoring veterans means more than occasional reflection on their service—it requires active support for those still battling unseen challenges. Through this campaign, the VA and Ad Council aim to ensure veterans know that support is always available and that seeking help is a sign of strength, not weakness.

Veterans experiencing suicidal thoughts are encouraged not to wait but to reach out immediately. Resources are available at VA.gov/REACH. The initiative reinforces a crucial message: veterans are valued, their experiences are valid, and help is always within reach.

For anyone experiencing thoughts of suicide, immediate help is available through the Suicide & Crisis Lifeline at 988 or 1-800-273-TALK (8255).