VA + THE AD COUNCIL
A VETERANS CRISIS PREVENTION INITIATIVE
While it’s long been known that Veterans face a higher risk for suicide and crisis than those who don’t serve, we discovered an insight that inspired meaningful change. Veterans, by nature and training, are heroically selfless—often putting the needs of others ahead of their own wellbeing.
THE QUESTION THAT CHANGED 2.8 MILLION LIVES
2024 GOLD JAY CHIAT AWARD
2025 2 SILVIE EFFIES
“The Question” meditates on the difficulties of seeking support and gives Veterans a nudge to take a proactive approach to mental health. Academy-Award winners Kathryn Bigelow and Mikkel E. G. Nielsen helped kick off this multi-year project.
“THE QUESTION” CASE STUDY
LONGFORM
LOVED ONES
In this round of work, we worked with the VA to include resources on their site for the Loved Ones in Veterans’ lives. By focusing on their side of the story, we widened our audience, redefined what Bravery can mean and reached even more Veterans in the process.
THE BRAVEST THING
FIVE MORE MINUTES
“YOU ARE A VETERAN”
We realized through our research with Veterans that along with selflessness, there’s also an Imposter Syndrome that runs through the Veteran community. No matter how, or how long, a Vet has served, they’re hesitant to seek help because they don’t want to use resources that other Vets might need more than they do. It was powerful to see Vets who have sought assistance help others to see the light.
