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
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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