About This Project
Summary
The “Facts Fight Fentanyl” campaign aimed to transform awareness into action by turning everyday people into “Informed Humans” who could save lives. Avoiding scare tactics, it used humanity, levity, and humor to make the fentanyl crisis relatable. The campaign relied on a digital-first strategy, using platforms like YouTube, Twitch, TikTok, and Snapchat. Through films and out-of-home placements in high-risk areas, it increased access to naloxone and empowered individuals to act.
Goals & Objectives
The campaign aimed to prevent fentanyl overdose deaths by shifting perceptions of the opioid crisis, emphasizing that it affects everyone. It empowered individuals to act, normalizing naloxone as a life-saving tool. It targeted vulnerable populations, aged 16-39, and diverse communities.
Results & Impact
The work drove 1.8 million website visits, with 76% of viewers believing naloxone is easy to use, and 78% more likely to carry it. It reached 2.46 million additional people, resulting in a 24% increase in “fentanyl” and 54% in “naloxone” searches. Awareness reached 55.4% of Californians aged 16-39.
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