CALIFORNIA DEPARTMENT
OF PUBLIC HEALTH

FACTS FIGHT
FENTANYL

Contextual ads that use everyday metaphors to empathetically promote awareness and education of fentanyl and naloxone

 
There are a lot of misconceptions when it comes to fentanyl. Many know how dangerous it is, but think “oh, it doesn’t affect people like me.” Which also means there’s a stigma surrounding naloxone, a non-addictive spray that reverses an opioid overdose. But lethal doses of fent have been found in seemingly safer drugs like coke, molly, and fake Adderall and Xanax. Forty percent of overdose deaths happen when there’s a bystander nearby — which means they could’ve been prevented.

Heavy stuff. Before I started, my creative directors came up with a campaign to deliver facts about fentanyl in a dry, witty, and nonjudgmental tone. I love writing for the internet, so I got to help out by extending this messaging to talk to audiences in ways that relate to them. Like people on Tinder.

    

And gamers on Twitch.




This radio ad appeared on EDM Spotify and YouTube playlists. 


And these TikToks targeted... well, anyone who’s ever been on TikTok.



In California, overdoses now kill over twice as many people than car accidents. Harm reduction saves lives. Get fentanyl test strips on Amazon and find free narcan near you.

Made at Duncan Channon.