As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling–but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report. This data emphasizes the call to action for continued efforts in suicide prevention.
“These powerful stories reveal how the loved ones of Veterans often become their strongest supporters, motivating them to seek help,” said Bo Bradbury, SVP and managing director at GSD&M. “With ‘The Bravest Thing,’ we aim to ensure that both Veterans and their loved ones use the available resources and feel supported throughout their journey.”
Director Muir is an alum of SHOOT’s 2019 New Directors Showcase.
CreditsClient Ad Council Nicholas Sugai, VP/group campaign director; Meghan Moloney, campaign manager; Clarke Williams, assistant campaign manager; Stephanie Addo Wulff, manager, creator for good. Client U.S. Department of Veterans Affairs (VA) Agency GSD&M Jay Russell, chief creative officer; Maria D’Amato, executive creative director; Jeff Maki, SVP/group creative director; Dominique Monet, Michelle Grant, creative directors; David Miller, sr. art director; Blake Stephens, copywriter; Ramsey Chandler, jr. art director; Becky Carrel, executive producer; Spencer Gilliam, sr. producer; Marilyn Rose, sr. art producer; Michele Head, studio supervisor; Kate Gunning, strategy director. Production Company SMUGGLER Andre Muir, director; Jaclyn Larson, exec producer; Ashley Roberts, line producer; Boma Pennebaker, 1st AD; Brandon Hoeg, DP. Editorial GSD&M Johnny Fuchs, editor. Finishing & Color Coffee & TV Lewis Crowfield, colorist. Audio Mix Howdy Sound Music Macabre
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More