best in category
Drake Cooper
In a poignant public service announcement, a scene captures a woman bathing her baby, juxtaposed with a voicemail from her husband. He mentions needing to work late and that he's planning to use what he thinks is Adderall to stay alert. Unbeknownst to him, the drug is contaminated with deadly fentanyl, leading to his unintended fatal overdose. The contrast between the tender domestic moment and the looming tragedy underscores the hidden dangers of using unprescribed drugs. The message concludes with a stark warning about fentanyl's lethal risks.
Idaho's rural communities are experiencing a sharp rise in synthetic opioid overdoses, especially from fentanyl. From 2020 to 2022, fentanyl-related deaths tripled, accounting for 49% of all overdose fatalities in the state in 2022. "All it takes is everything" aims to address this crisis, specifically targeting the state's rural demographic with a clear message: The drug supply is contaminated with lethal fentanyl. The campaign's goal is to increase awareness among teens, young adults, and their caregivers about the dangers of fentanyl, urging them to look out for one another.
Our client, the Executive Director at the Idaho Office of Drug Policy, had this to offer, “I love that the look and feel of this campaign is different from others addressing the same issue. I do not believe we would be seeing the level of success we have in getting this important message out with any other agency.”
+ 55% surge in fentanyl awareness among teens and young adults across Idaho.
+ 60 million+ impressions delivered during the campaign period (Idaho population is 1.9 million).
+ 97% of Idaho Parents reported regular interaction with the campaign.
The U.S. is grappling with a severe epidemic of drug overdose deaths, with synthetic opioids like fentanyl severely impacting rural areas, especially Idaho. Traditionally perceived as an urban problem, these rural communities face substantial obstacles due to limited resources for prevention, treatment, and recovery. Contributing factors include low educational attainment, poverty, unemployment, inadequate access to mental healthcare, and significant stigma. Idaho, a predominantly rural state, has seen its overdose deaths triple in recent years, emphasizing the urgent need for increased awareness and intervention regarding the dangers of fentanyl.
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