This Buddy Check Week, VA and the Ad Council Encourage Veterans to Check In with One Another

During Suicide Prevention Month, the "Don't Wait. Reach Out." campaign launches new PSAs and highlights the power of Veteran-to-Veteran connection.

WASHINGTON, Sept. 9, 2026 /PRNewswire/ -- During Suicide Prevention Month this September, the U.S. Department of Veterans Affairs (VA) and the Ad Council are recognizing Buddy Check Week (Sept. 21-25, 2026) as part of their ongoing national "Don't Wait. Reach Out." campaign. To mark the occasion, VA and the Ad Council are introducing expanded resources on VA.gov/REACH and public service advertisements (PSAs) reinforcing the powerful truth that every Veteran deserves support. These complementary efforts encourage Veterans to check in with each other and remind them of the power and impact of connection.

In 2023, suicide was the second-leading cause of death for Veterans under the age of 45. 6,398 Veterans lost their lives to suicide that year, according to the latest data from the 2025 National Veteran Suicide Prevention Annual Report. This calls attention to the importance of comprehensive suicide prevention efforts helping Veterans stay connected, access support and navigate life's challenges.

The campaign is refreshing its suite of "You Are a Veteran" PSAs, which addresses a key barrier: many Veterans question whether their experiences mean they deserve support or even whether they should identify as Veterans at all. Through Veteran-to-Veteran messages, the PSAs highlight the power of connection within the Veteran community and remind Veterans that support from fellow Veterans can make a meaningful difference. The PSAs also remind Veterans that, no matter when, where or why they served, they earned access to resources, care and support. The PSAs were developed pro bono by creative agency GSD&M and will run nationwide across donated media placements.

"We've seen firsthand how impactful human connection can be," said Heidi Arthur, chief campaign and program officer at the Ad Council. "Buddy Check Week is a reminder that Veterans don't have to navigate life's challenges alone. We're honored to be a part of a campaign that helps Veterans support one another and ensure that Veterans everywhere know there are resources available to them."

Buddy Check Week serves as an important reminder that a simple text, phone call or conversation can help strengthen connections and let Veterans know they are not alone. Established through legislation and launched by VA in 2023, the effort aligns with VA's public health approach to suicide prevention and encourages Veterans to lean on supportive relationships with those who have similar lived experiences.

To further support Buddy Check Week, VA and the Ad Council are also partnering with Twitch on a custom livestream featuring Veteran gamers, who will check in with one another and encourage viewers to do the same with the Veterans and friends in their own lives.

"Our research revealed that many Veterans are unsure whether they are entitled to support—or whether they should even see themselves as Veterans—because of when, where or why they served," said Bo Bradbury, SVP and managing director at GSD&M. "That insight shaped a message designed to meet those uncertainties and reinforce that every Veteran, regardless of their experience, deserves care and connection. We want every Veteran to feel recognized, valued and confident seeking the support they have earned."

The "Don't Wait. Reach Out." campaign is one component of VA's 10-year strategy to prevent Veteran suicide and part of the Ad Council's broader Mental Health Initiative, which fosters a culture that is more open and proactive about mental health. The campaign is making a difference: an estimated 3.5 million Veterans in the United States who are currently struggling and are aware of the campaign have reached out for help within the past six months.

Since launch, the campaign has also generated more than $150 million in donated media support and driven more than 7.5 million visits to VA.gov/REACH—a website developed to connect Veterans with resources and support.

If you're a Veteran in crisis or concerned about one, contact the Veterans Crisis Line to receive 24/7 confidential support. You don't have to be enrolled in VA benefits or health care to connect. To reach responders, Dial 988 then Press 1, chat online at VeteransCrisisLine.net/Chat, or text 838255.

Reporters covering this issue can download How To Communicate and Write About Veteran Suicide fact sheet or visit www.ReportingOnSuicide.org for important guidance on how to communicate about suicide.

About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more.

To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and view campaign creative on YouTube.

About GSD&M
Founded in 1971, GSD&M is an ideas-driven, fully integrated agency that has helped create some of the world's most iconic brands. Headquartered in the music-loving, tech-driven, creative hub that is Austin, we build First & Only brands—fueled by ideas that are the first of their kind for the only brands that can pull them off. These brands stand out in a sea of sameness and stretch marketing dollars— they grab attention, drive consumer behavior, and earn people's' loyalty.

SOURCE The Ad Council