Suicide Prevention: A Continuum of Engagement by the VA

Dramatically illustrating how suicide prevention is a multifaceted battle, the “Face Your Dragons” video underscores the distinctive branding and dynamic messaging used by the Department of Veterans Affairs in this year’s relaunch of the Keep It Secure campaign.

Built around the theme “Every Warrior Faces Their Own Monsters,” veterans and service members confront a metaphorical dragon symbolizing the burden of a suicide crisis. They unite on a shared journey, confront their struggles and push forward. In the opening of this 60-second video, USMC Veteran Rudy Reyes takes the first step by safely storing his weapon and allowing himself an extra moment to reflect, breathe, and seek support during a crisis.

In conjunction with this new launch, efforts also are being taken to make gun safes and lock boxes available at a reduced cost to veterans and service members. Additionally, cable-style gun locks can be obtained at no charge from the VA.

Keep It Secure is one of three carefully interlinked campaigns. Each distinctively branded campaign targets a specific facet of suicide prevention, while together they form a comprehensive, veteran-centered communication strategy.

Designed primarily for veterans not in contact with the VA, the Don’t Wait. Reach Out. campaign shifts the focus from crisis response to prevention and perceived barriers to care. Utilizing over $114 million in donated media through the Ad Council, this campaign has resulted in measurable increases in resource awareness and positive attitudes toward seeking help.

The third campaign promotes the Veterans Crisis Line, which has received over 8.9 million calls since its founding in 2007. Subsequent additions, including online chat and texting, the opening of second and third call centers, the Caring Letters program and the launch of a Peer Support Outreach Center, expanded the visibility and impact of this campaign. Even greater awareness and functionality were achieved with the 2022 introduction of “Dial 988, then Press 1”.

The three campaigns encompass the entire spectrum of prevention. Don’t Wait. Reach Out. focuses on upstream prevention, Keep It Secure relates to midstream stresses, and the Veterans Crisis Line handles acute needs. Each campaign employs tailored messaging to address specific risk factors, populations, and prevention points. Their shared goal is to reduce veteran suicide through layered communications that reach veterans wherever they are.

If you or someone you know is facing a crisis, reach out. Dial 988 and press 1.