In the United States, veterans face a 58% higher risk of suicide, according to the national nonprofit ‘Stop Soldier Suicide.’ But a new, Emmy Award-winning suicide prevention video campaign titled ‘Face Your Dragon’ has generated 500 million views on YouTube and counting for its message promoting secure firearm storage as a suicide prevention tool.
Launched on September 1, 2025, at the start of Suicide Prevention Month, the campaign was created by “veterans, for veterans” and uses a dragon as a symbol for post-service mental health struggles.
“One of the things I’m most proud of is that this campaign wasn’t created by people looking in from the outside,” campaign producer and USAF Combat Veteran Mark Harper said in a statement to Military.com. “Nearly every key creative role was filled by Veterans who understand the culture, the language, and the challenges of transitioning from military service.”
Campaign Stars Marine Veteran Rudy Reyes
Harper is the CEO of Gig Line Media, an all-Veteran creative agency that conceived and produced the ‘Face Your Dragon’ campaign in conjunction with Refuel Agency, a specialist agency for America’s military and veterans, and the U.S. Department of Veterans Affairs Office of Suicide Prevention.
The campaign video features U.S. Marine Corps Veteran Rudy Reyes, who struggled with PTSD and depression after returning home from multiple tours of duty in Iraq and Afghanistan.
He’s known for portraying himself in HBO’s ‘Generation Kill,’ as well as hosting ‘Special Forces: World’s Toughest Test.’ Reyes also inspired the Enzo Reyes character in ‘Call of Duty: Modern Warfare II.’
“Rudy Reyes brought extraordinary authenticity to the campaign because he has lived those experiences himself,” Harper said. “Putting a dragon at the center of a suicide prevention campaign wasn’t the obvious choice, but it gave us a powerful way to visualize an internal struggle that so many veterans carry.
We wanted to create something cinematic, memorable, and emotionally honest. Something that approached a difficult subject in a way people hadn’t seen before.”
Video Won Capital Emmy Award for Best PSA
The video campaign’s message encourages secure firearm storage as an act of strength and protection. It became the #1 most-watched video on YouTube and won a Capital Emmy Award for best public service announcement from the National Capital Chesapeake Bay Chapter of the National Academy of Television Arts & Sciences (NATAS).
Across its full run, the campaign has generated more than half a billion views, with its “Keep It Secure” message about secure firearm storage shared across the country.
“More than 500 million impressions means more veterans and families had the chance to see a message that could help save lives,” Brian Smith, VP, Marketing Technology Solutions at Refuel Agency and U.S. Navy Veteran, said in a statement. “I am proud to support work that reminds our Veteran community that help is available, and no one has to face the fight alone.”
Harper said the video campaign has the support of the VA, which has extended “Face Your Dragon” for an additional year of national media distribution.
“Like any ambitious piece of creative work, ‘Face Your Dragon’ sparked conversation. That’s exactly what we hoped it would do,” Harper added. “If people are talking about Veteran suicide prevention, secure firearm storage, and checking in on one another, then we’re having the conversations that need to happen.”
The campaign was bolstered by extensive research that used artificial intelligence and other analysis to sharpen the messaging, the target audience, and the rollout plan before the campaign went public.
“From the crew members who volunteered for long days on set, to the artists who painstakingly built the visual effects, to our production, editorial, media, and strategy teams, people consistently went above and beyond because they believed this message mattered,” Harper explained. “The Emmy recognition belongs to every one of those people who poured themselves into telling this story the right way.”
The recognition has been bittersweet for Harper, who said he’s incredibly humbled by the viewer response but added that awards and viewership have never been the goal.
“During and after my Air Force career, I lost members of my combat camera squadron to suicide. Those losses never leave you,” Harper said. “We wanted to create something that acknowledged the invisible battles many veterans continue to fight after service while delivering a practical message that could help save lives.”
The Department of Veterans Affairs released its National Veteran Suicide Prevention Report this year, showing 6,398 veterans died by suicide in 2023, an average of 17.5 deaths per day.
“If this campaign causes one Veteran to pause, one family to start a conversation, or one life to be saved, then every hour our team invested was worth it,” Harper said.
If you or a veteran you know is in crisis, free, confidential support is available 24/7. Dial 988, then press 1, text 838255, or chat online at Veterans Crisis Line. You do not need to be enrolled in VA health care to get help.
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