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Veterans are among those at higher risk for death by suicide. Firearm ownership is one factor that contributes to veterans\u2019 elevated suicide risk. The current study sought to determine the effectiveness of an evidence-based, multi-media advertising campaign with a specific focus on veterans related to secure storage of firearms and general help-seeking attitudes during a mental health crisis. Results indicated positive changes in (a) attitudes toward seeking help from a health care provider or a friend\/loved one during a mental health crisis, (b) attitudes toward firearm storage during a crisis, and (c) self-reported secure firearm storage behaviors post-advertising, particularly among veterans. Implications for future advertising campaigns, clinical interventions, and research investigations are discussed.<\/jats:p>","DOI":"10.1177\/00302228241297553","type":"journal-article","created":{"date-parts":[[2024,11,15]],"date-time":"2024-11-15T21:29:28Z","timestamp":1731706168000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Effect of Veteran-Focused Suicide Prevention Public Messaging on Help-Seeking Behavior and Secure Firearm Storage"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0009-0008-1620-7125","authenticated-orcid":false,"given":"Bertrand D.","family":"Berger","sequence":"first","affiliation":[{"name":"Department of Psychiatry and Behavioral Medicine, Medical College of Wisconsin, Milwaukee, WI, USA"},{"name":"Mental Health Division, Clement J. 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