After more than fifteen years of conflict, the fact that suicide persists as a command issue in the United States Special Operations Command (USSOCOM) is heartbreaking and serves as a clarion call to redouble efforts by individuals and institutions to invest in programs that demonstrate effectiveness in reducing suicide, eroding the stigma associated with seeking treatment, and increasing the use of behavioral health care (BHC). In this monograph, Dr. Craig Lefebvre offers a social marketing perspective that reveals insights and actions to enhance existing programs. A central theme in Dr. Lefebvre's monograph is that no one is powerless if sufficiently aware. But experience shows that the task at hand is more than encouraging individuals to pursue available resources. Assistance and treatment options exist and they have proven to be effective when pursued. The path that emerges in the pages that follow exposes the reader to the context, theory, content, and practical history of suicide and suicide prevention.