You Never Know: Gen-Z Fentanyl Awareness Campaign

About This Project

Summary

You Never Know was created in response to the rise in fentanyl-related harm and death among young people in Kansas. It educates 13–25-year-olds on the dangers of fake pills made with fentanyl, but disguised as other medications. YNK raises awareness through a Gen Z-relevant brand, audience-specific digital ads, a micro website and social norms messaging to promote harm reduction and healthy behaviors, especially among youth in Kansas at higher risk of early or social experimentation.

Goals & Objectives

Increase awareness about fentanyl and promote harm reduction strategies among young people in Kansas. Employ social norm messaging to correct misperceptions and promote healthy behaviors. Reach specific audiences through a targeted digital ad strategy. Ultimately, reduce harm and save lives.

Results & Impact

Digital ads generated 9M impressions, 632K video views at 100% completion and 23K clicks to the website. Since ads only targeted our identified age group in Kansas, we are confident the results represent real, local young people who heard these critical messages and took action to learn more.