merit
The idea behind "All it takes is everything" is a powerful, multi-layered message that differs from the typical scare tactics of drug and alcohol awareness campaigns. "All it takes" reflects the grim reality that a single fake pill can be fatal, highlighting fentanyl's hidden danger in drugs. Yet, it also conveys hope, suggesting that just one conversation about fentanyl's risks can prevent tragedy. This duality emphasizes the critical role of awareness and dialogue in combating use. The word "everything" underlines fentanyl's indiscriminate threat across all demographics, emphasizing its widespread and devastating impact in Idaho. By balancing urgency with the potential for prevention through communication, the campaign calls for communities to join together against the opioid crisis, stressing that fentanyl's reach is far-reaching, affecting communities deeply and broadly.
Rural communities are on the frontline of the surge in synthetic opioid overdoses, including fentanyl and fentanyl-laced drug overdoses. And Idaho is one of the most rural and remote states in America. From 2020 to 2022, the rate of fentanyl-related overdose deaths tripled in Idaho. And in 2022, 49% of overdose deaths in Idaho involved fentanyl.
The creative brief was to create a campaign that resonates with the rural nature of Idahoans with the following key message: The drug supply is infected with fentanyl; if you get it, it can kill you or your friend. Take care of each other.
The objective was singular in focus—drive awareness among teens and young adults, parents, and caregivers around the dangers of fentanyl.
Our client, the Executive Director at the Idaho Office of Drug Policy, had this to offer, “The Office of Drug Policy has worked with several agencies over the last ten years, and the level of communication, engagement, quality of production, and on-time deliverables by Drake Cooper far exceeds any of our prior experiences. 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.”
48.5 million
impressions
11.5 million+
PSA Impressions
55% surge
in fentanyl awareness among teens and young adults
CPM 2x Stronger for Instagram Stories & Reels
than industry benchmarks
60% search impression
during the campaign period
90% of website traffic
driven by awareness media
97% of Idaho Parents
reported regular interaction with the campaign
