The "Facts Fight Fentanyl" campaign was designed to prevent fentanyl overdose deaths and shift social norms in how people thought about the opioid epidemic. The “othering” of overdose victims due to rampant fear and unchecked stigma meant that most people didn’t think of themselves in danger. The campaign shifted this narrative and humanized the crisis to emphasize that fentanyl could affect anyone.
At its heart, the campaign sought to empower individuals with the knowledge to act in critical moments. It highlighted the importance of naloxone – a medication that reverses opioid overdoses – normalizing its use as a life-saving tool rather than something to be feared. Through simple, accessible information, we aimed to break down communication barriers, making it easier for Californians to discuss the fentanyl crisis openly and take proactive steps toward prevention.
A key focus was reaching the state’s most vulnerable populations, particularly young people aged 16-39, who are at the highest risk for fentanyl overdoses. The campaign also engaged communities disproportionately affected by the opioid crisis, including Hispanic/Latino, Black/African American, American Indian/Alaskan Native, LGBTQ+, and Asian populations, using platforms and content tailored to their experiences and digital habits.
While the dangers of fentanyl are widely known, misunderstandings about its effects and prevention persist. Too often, the conversation is dominated by fear and sensationalism, making it difficult for people to take action. Our strategy shifted the focus from fear to knowledge, accessibility, and empowerment.
The creative direction made complex topics relatable, actionable, and memorable. By positioning "Informed Humans" as the true heroes, the campaign transformed ordinary individuals into lifesavers. Two compelling spots, “Party’s Over” and “The Light,” illustrated real-world scenarios where knowledge led to life-saving decisions. In “Party’s Over,” a group of Informed Humans rescues their friend from a fentanyl-laced drug at a party, turning a potentially fatal situation into a moment of redemption. In “The Light,” naloxone is shown as an essential lifesaving tool, countering its perception as drug paraphernalia. Using absurdity, performing arts elements, and humor, these films made the message stick in a way that a traditional PSA never could.
The media strategy took a digital-first approach, utilizing streaming TV, social media, out-of-home and paid media placements to reach our audience demographic. Ads were placed on platforms where young people are most active, such as YouTube, Twitch, TikTok, and Snapchat. Each platform had tailored content that spoke directly to its user base, whether it was a podcast-style conversation, a “Get Ready With Me” (GRWM) video about naloxone, or quirky, contextual headlines on Tinder. The campaign also made strategic use of out-of-home placements, ensuring that high-risk areas like bars and college campuses had clear, simple messaging that reminded people of the power of knowledge.
1.8 Million Visits: Drove 1.8 million visitors to FactsFightFentanyl.org, providing access to resources on fentanyl, overdose prevention, and naloxone use.
Increased Awareness & Action: Viewers of the campaign were 76% more likely to believe naloxone is easy to obtain and use, and 78% were more likely to carry naloxone in public..
Expanded Reach: The campaign introduced 2.46 million additional people to information about fentanyl and naloxone.
Broad Awareness: Campaign awareness reached 55.4% among our core audience, leading to significant increases in key metrics compared to a control group in the rest of the U.S. More people in this group now perceive fentanyl as a serious or very serious problem in their state, possess at least one container of naloxone, express concern about fentanyl in their community, and have obtained naloxone in the past three months.
Search Behavior Impact: YouTube ads led to a 24% increase in searches for “fentanyl” and a 54% increase for “naloxone” across YouTube and Google.
Shifting Attitudes: Campaign recallers were more likely to believe naloxone is easy to administer and obtain, with males aged 16-24 showing particularly strong positive shifts in perception and willingness to carry naloxone.
The takeaway? Facts do fight fentanyl – but not alone. The campaign’s success hinged on the collective action of individuals – people who start conversations, who step in and go from humans to Informed Humans.
