Ad Council The Question
Redefining strength by asking for help
- Silver Effie Award - Government & Public Service
- Silver Effie Award - Disease Awareness
Veterans are trained to put others first—always ready to help but rarely reaching out for themselves. In partnership with the Ad Council, we set out to confront the stigma around seeking mental health support. “The Question” is a stirring film directed by Academy Award–winner, Kathryn Bigelow. The film follows real veterans as they confront the toughest question of all: How do you ask for help when you’ve spent your life being the helper?
We uncovered raw, revelatory moments that encourage veterans everywhere to take a step toward their own well-being. The message rang out loud and clear: Asking for help is an act of courage.
Strategy:
We spotlighted veterans’ selflessness and reframed seeking support as heroic. By amplifying authentic voices and cinematic storytelling, we shifted culture and made vulnerability a strength, not a weakness.
Outcome
The campaign achieved significant reach and impact, generating 2.8 million broadcast impressions and 37 million digital impressions. Since its launch, 3.7 million veterans have reached out for help, and the campaign secured 184 media placements, including major outlets like CNN, Adweek, and Military.com. Website engagement was strong with 3.9 million sessions, and campaign awareness rose by 22%, with 30% of veterans now aware of A.gov/REACH.