The rising toll of fentanyl-related overdoses, now the leading cause of death for Americans aged 18-45, poses a significant public health threat that extends into professional sports, including Major League Baseball (MLB). Young athletes entering the high-pressure world of professional baseball face unique challenges related to physical pain, anxiety, depression, and lifestyle changes, making them vulnerable to the dangers of counterfeit prescription pills, which are often made of fentanyl.
In response, MLB and the Professional Baseball Athletic Trainers Society (PBATS) partnered with Song for Charlie, a national nonprofit founded by Ed and Mary Ternan after the tragic fentanyl poisoning of their son, Charlie, to proactively address this epidemic.
This partnership aimed to leverage MLB’s broad public platform, relationships with players, and deep community ties to educate young people, families, and fans about the evolving drug landscape and the risks associated with counterfeit prescription pills purchased online and around town. Through public service announcements at ballparks, social media campaigns, the PLAY initiative, and MLB Together programming, millions of people were reached with critical prevention messaging. By combining education, community outreach, and readiness efforts, the campaign provided people with tools to protect themselves and their communities while also positioning MLB as a national leader in addressing this urgent and complex crisis.
Song for Charlie recognized Major League Baseball’s powerful reach and influence as an opportunity to engage vulnerable audiences through credible spokespeople and compelling storytelling. The strategy combined national visibility, digital amplification, and local community engagement. At the center was SFC’s activation at MLB’s Capital One All-Star Village during All-Star Week, one of MLB’s most visible events. Song for Charlie brought Meta, Snap, and Walmart on board to co-sponsor the organization’s activations in Arlington. Through interactive activities, expert conversations, and personal stories from families affected by fentanyl, SFC created meaningful connections with thousands of attendees.
Expanding beyond the in-person events, SFC built a digital coalition that extended the campaign’s reach nationally. Meta and Walmart co-sponsored the All-Star activation, while Snap developed a custom Song for Charlie baseball lens that engaged youth directly on the social media platform where counterfeit pill sales have occurred. This multi-channel approach ensured that tested prevention messaging reached youth both offline and online, amplifying awareness where it was most needed.
SFC’s team also traveled with MLB’s Professional Baseball Athletic Trainers Society (PBATS) PLAY Campaign, visiting 10 Major League stadiums. These events engaged young athletes facing physical pressures, mental health challenges, and life transitions that increase their vulnerability. In parallel, MLB joined the White House ‘Challenge to Save Lives from Overdose,’ implementing naloxone training and overdose preparedness at all Major and Minor League ballparks, setting a national standard for workplace response.
Executing this campaign presented challenges: coordinating national events in multiple cities, managing diverse corporate partnerships, ensuring sensitive delivery of trauma-informed messaging, and cutting through misinformation. With a deep commitment to its mission and coalition of aligned parents and advocates, SFC overcame these obstacles while keeping the focus on honoring Charlie Ternan’s legacy by preventing future tragedies.
This initiative stands out for its unique ability to unite sports, technology, government, and nonprofit sectors in a cohesive effort to reach youth where they are—at games, online, and in their communities. SFC and MLB have created a powerful model that utilizes the credibility of trusted voices and widely used platforms to deliver life-saving education. By bridging these diverse spaces, the campaign ensures that vital information about the evolving drug landscape is not only accessible but also resonant, arming young people with the knowledge they need to make safe, informed choices.
The campaign achieved Song for Charlie’s core objectives: providing urgent fentanyl education to youth and families, expanding national awareness, and fostering meaningful cross-sector collaboration. At All-Star Village, hundreds of fans visited Song for Charlie’s booth, taking part in interactive exhibits and hearing personal stories from families who had lost loved ones to fentanyl. These emotional conversations helped people connect with the issue on a personal level and encouraged important discussions.
Online efforts were just as effective. Meta’s sponsored content reached large audiences and sparked conversations among families, while Snap’s custom baseball lens engaged young people directly on the platforms where counterfeit prescription pills are often sold. This digital outreach allowed the campaign to reach millions more, spreading the prevention message far beyond the stadiums.
The PBATS PLAY Campaign,, focused on supporting young athletes who are dealing with stressors that put them at greater risk. These smaller, local events created a safe environment for open discussions and practical learning provided by Song for Charlie and other partnering organizations. Additionally, MLB has committed to expanding access to opioid overdose reversal medications like naloxone, training staff, and implementing workplace protocols, aligning with the White House Challenge to Save Lives from Overdose.
Most importantly, the campaign started ongoing conversations between parents, coaches, players, and entire communities about the dangers of fentanyl. By combining personal anecdotes with expert leadership, the partnership cut through misinformation and stigma. Song for Charlie and Major League Baseball have developed an innovative blueprint for how institutions can drive impactful, far-reaching public education on one of the most urgent issues facing American families today.
