New CIC Study Shows Veteran-Focused Ad Campaigns May Help Prevent Suicides
A new study from the CIC shows how public ad campaigns with messaging specifically designed for Veterans may help them feel more comfortable asking for help during a mental health crisis and improve their practices around safe storage of firearms. The research, led by Bertrand Berger, PhD, assistant professor in the Department of Psychiatry and Behavioral Medicine and clinical psychologist and mental health division manager at the Clement J. Zablocki VA Medical Center, focused on specifically reaching Veterans, as they are a group at higher risk for suicide compared to others.
Key Results
- Veterans who saw the ads were more likely to say they would seek help during a crisis. The number of Veterans willing to talk to a healthcare provider increased from 67.8% to 80.8%.
- More Veterans also reported locking and unloading their firearms after seeing the ads. This makes firearms less accessible during stressful times, reducing the risk of impulsive actions.
- The ads reached a wide audience, with over 19.6 million views through TV, radio, and online platforms. Much of the television advertising was on Spectrum News Networks and Bally Sports during Milwaukee Brewers games.
Why This Study Is Important: In 2022, suicide rates in the U.S. hit their highest level in decades, and Veterans are especially vulnerable. Many Veterans own firearms, which are often used in suicides. This campaign showed that tailored messages could help Veterans take important steps to protect themselves and others.
What the Campaign Did
- Ads were shown on TV, radio, and online. They featured real Veterans and shared practical ways to safely store firearms during tough times.
- The campaign emphasized safety and support without being judgmental.
- The ads were created with the help of focus groups to ensure they connected with Veterans.
What’s Next: The researchers believe it may be beneficial to roll out similar campaigns nationwide to determine whether these findings are generalizable to a larger audience. They also suggest running campaigns like this regularly to maintain the changes found in attitudes and self-reported behaviors.
About the Study: This work was supported by the project received a 2-year award of $359,173.00 from the Advancing a Healthier Wisconsin (AHW) - Healthier Wisconsin Partnership Program, funding proposal number: 9510267.
To learn more about the project, please contact Dr. Berger at BBerger@mcw.edu.