The Super Bowl is one of the most visible moments in American culture, uniting millions of viewers, communities, and conversations in a single night. But for many veterans, moments of heightened attention and emotion can bring stress, isolation, or silent struggle.
For the past three years, DCG has supported the Department of Veterans Affairs (VA) Office of Suicide Prevention to increase awareness of the Veterans Crisis Line during Super Bowl week. Our approach has centered on targeted, cost-effective strategies designed to reach veterans where they are.
Instead of investing in a multimillion-dollar TV commercial, we focused on maximizing real-world reach, relevance, and impact. High visibility doesn’t require a high price tag, just a smart strategy and a mission that matters.
Reaching Veterans Beyond the Screen
Veterans engage with the Super Bowl in many ways, traveling to host cities, gathering with friends, and moving through the communities surrounding major sporting events. To connect with them in these real-life settings, we deployed highly targeted digital out-of-home (DOOH) campaigns in areas selected for strong veteran presence and engagement.
This approach ensured the Veterans Crisis Line message reached not only veterans, but also their families, caregivers, and broader support networks, who often play a critical role in encouraging someone to seek help. Effective outreach influences both veterans and the people who support them.
Delivering Life-Saving Messaging in High-Impact Spaces
A core component of the campaign featured digital mobile billboard trucks displaying the Veterans Crisis Line messaging along custom eight-hour routes within a five-mile radius of the Super Bowl venue. These routes operated for four consecutive days, before, during, and after the game, maximizing visibility during peak travel and foot traffic periods.
At the same time, digital display ads appeared throughout the surrounding community in hotel lobbies, parking garages, restaurants, bars, fitness centers, and nearby businesses. This parallel approach helped integrate the message across the broader game-day environment, placing critical mental health resources directly within the everyday spaces that veterans and their supporters already navigate.
Sustained Reach, Meaningful Results
The campaign first ran during Super Bowl LVII, returned for Super Bowl LIX, and is now continuing with this Sunday’s game. Over time, it has established a consistent presence — connecting with veterans and those who support them during one of the most high-profile moments in American culture.
Across the three-year effort:
- Mobile billboard trucks are projected to reach 3.6 million people, weaving through the energy of Super Bowl week and carrying the message directly into the flow of fans, visitors, and local communities.
- Digital display placements will deliver more than 1.3 million impressions, showing up in everyday spaces.
While these numbers reflect significant scale, the true impact comes from increasing awareness, access, and connection, ensuring veterans know support is available when they need it.
Every impression is more than a metric; it represents a potential connection to care.
Advancing a Mission Through Smart Media Strategy
The Super Bowl offers a unique opportunity to capture public attention. By pairing that moment with intentional placement, audience insight, and mission-first messaging, DCG helped amplify the VA’s suicide prevention efforts, achieving meaningful reach at a fraction of the cost of a traditional Super Bowl ad.
This work reflects a shared commitment to supporting veterans through thoughtful communication, responsible media investment, and a focus on outcomes that matter.
Because meaningful impact is defined not by advertising costs but by increased awareness, improved access, and veterans reassured that support is available.
