"You Have the Power to Save Lives" Campaign

About This Project

Summary

In March 2025, Vital Strategies launched “You Have the Power to Save Lives," the first ever national media campaign focused on reducing overdose deaths in Black communities, where they are disproportionately high. The multimedia campaign is designed to counter stigma and promote knowledge, access and use of the life-saving overdose reversal medication naloxone in Black communities. It is running for three months in seven cities (in seven states) where overdose deaths are disproportionately high.

Goals & Objectives

The goal of the campaign is to increase naloxone uptake in Black communities in the seven cities. The campaign includes a comprehensive ad buy, video testimonials, and social digital assets, complemented by partnerships with civic, community and local government to increase access to naloxone.

Results & Impact

The campaign mobilized local governments to expand access to free naloxone, and community partners to promote awareness and availability in Black communities. Within the first month, the integrated marketing campaign achieved widespread geographic penetration—engaging audiences in 45 states.