Veteran Mental Health Through Out-of-Home Media
Every day, veterans across the country face mental health challenges stemming from their time in service. Rates of PTSD, depression, anxiety, and substance use remain significantly higher among veterans compared to the general population. Despite the urgent need for support, many veterans face barriers to seeking help, including stigma, lack of awareness, or difficulty accessing care. This is where out-of-home (OOH) media can play a unique and powerful role — reaching veterans where they live, work, and gather, and helping to connect them with life-changing resources.
Understanding Veteran Mental Health Challenges
Veterans are at increased risk for mental health issues due to the stress, trauma, and life transitions associated with military service. PTSD, depression, anxiety, and substance misuse are common struggles, and the veteran suicide rate remains alarmingly high. Beyond clinical symptoms, many veterans experience isolation, a sense of disconnection from civilian life, or cultural barriers that make seeking help feel overwhelming. Addressing these challenges requires not just clinical services but also widespread community awareness and proactive outreach efforts that meet veterans where they are.
Why OOH Media Works for Veterans
Out-of-home media has a unique ability to connect with veterans in their everyday environments. Whether it's a poster at a VA hospital, a billboard near a military base, or an ad in a neighborhood barbershop or gym, OOH media delivers consistent, respectful messages that are hard to miss but never invasive. This kind of visible, repeated presence helps normalize mental health conversations and signals that the broader community cares and is ready to help. It’s not just about reaching veterans — it’s about reaching their families, too, since loved ones often play a vital role in recognizing when someone needs support.
Best Practices for Veteran-Focused OOH Campaigns
For OOH campaigns to make a meaningful impact, authenticity is key. Messages should feature real veteran voices and stories, reflecting the lived experience of those who have served. Highlighting resources like veterans’ crisis lines, local counseling services, or peer support groups makes the campaigns actionable, while positive, strength-based language helps combat the stigma often surrounding mental health. Partnering with veteran-serving organizations or local VA clinics ensures that messaging is accurate, culturally informed, and grounded in real needs. And providing simple ways to connect — such as QR codes, short web links, or text lines — removes barriers and makes it easy for veterans and families to access help.
Real-World Examples and Impact
We’ve seen the power of OOH campaigns in action. Mental health awareness posters at VA clinics serve as gentle reminders that no veteran has to face their challenges alone. Transit ads timed around Veterans Day or Memorial Day can draw attention to available services, sparking meaningful conversations at home or in the community. Posters placed in everyday hangouts — coffee shops, gyms, barbershops, and on or around military bases create a sense of belonging and make mental health resources part of veterans’ normal routines. These efforts don’t just raise awareness; they help change attitudes, making it more acceptable to reach out and get support.
Case Study 1: “Dial 988 then Press 1” — The Veterans Crisis Line
In July 2022, the VA and SAMHSA launched a simplified hotline: dial 988, then press 1 to access the Veterans Crisis Line. Over two years, this change dramatically increased utilization: a 22.7% rise in daily call volume, with over 1.6 million calls answered, 76.7% more texts, and 27.5% more chats (VA.gov).
Accessibility improvements were notable: the average response time dropped to around 9 seconds, and evaluations showed callers experienced five times less distress and nearly twelve times less urgency by the end of their call (VA.gov). This powerful performance jump demonstrates how thoughtful OOH messaging—featuring clear visuals directing veterans to dial 988—can boost awareness and life-saving action.
Case Study 2: “Don’t Wait. Reach Out.” by Ad Council & VA
The Ad Council, in partnership with the VA, rolled out the “Don’t Wait. Reach Out.” campaign in 2021. Designed as an upstream intervention, it empowers veterans and their families to seek support early—before circumstances escalate.
Media efforts included OOH advertising, radio, and TV spots featuring real veterans and their loved ones. Messaging focused on strength in vulnerability: “The Bravest Thing” campaign portrayed help-seeking as courageous. Leveraging social media, celebrity endorsements, and #VetsReachOut, the effort drove over 5.5 million visits to the dedicated website. Approximately half of US veterans had seen or heard the campaign, and an estimated 3.5 million in distress reported responding by seeking help.
This initiative underscores the importance of humanizing veteran stories in OOH media. To do so, authentic, empathetic visuals will be placed in parks, bus shelters, and community centers to make help feel reachable and relatable.
How Your Organization Can Get Involved
Organizations from all sectors — healthcare providers, nonprofits, government agencies, or private brands — have an opportunity to amplify veteran mental health efforts. By working with experienced OOH media partners, they can co-create campaigns that honor veterans' experiences and deliver meaningful, culturally sensitive messaging. Sponsoring local OOH initiatives ensures that veterans in the community see and hear the messages that matter, helping to build a safety net that extends beyond the clinic or counseling office. PlaceBased operates a national military and veteran out-of-home advertising network dedicated to veteran education and outreach, ensuring these vital messages reach the communities that need them most.
This initiative underscores the importance of humanizing veteran stories in OOH media—placing authentic, empathetic visuals in VA Offices, Military Bases, and Community Centers to help feel both reachable and relatable. Some of the best places to reach veterans within the PlaceBased OOH media network include:
VA medical centers and outpatient clinics
Veterans of Foreign Wars (VFW) halls
American Legion posts
Military base facilities
National Guard armories
Military family resource centers
Local gyms and fitness centers frequented by veterans
Veteran-owned businesses
Community centers
Transit stops near military housing
Popular gathering spots like barbershops, coffee shops, and diners known to be veteran-friendly
Out-of-home media offers a powerful way to raise awareness, reduce stigma, and connect veterans and their families to the care they deserve. With thoughtful, authentic campaigns, we can create visible reminders that help veterans feel seen, supported, and encouraged to take the steps toward healing and thriving in civilian life.
Conclusion
Supporting veteran mental health is more than a healthcare mission; it’s a shared community responsibility. Out-of-home media offers a powerful way to raise awareness, reduce stigma, and connect veterans and their families to the care they deserve. With thoughtful, authentic campaigns, we can create visible reminders that help veterans feel seen, supported, and encouraged to take the steps toward healing and thriving in civilian life.
