After deaths from the drug fentanyl rose 46% between 2015 and 2016, the Office of the Special Narcotics Prosecutor for the City of New York is introducing its first-ever PSA campaign.
Developed by The BAM Connection, the “Fentanyl Kills” creative uses a mask as its central theme. In a video, people who cut the drugs wear a
mask to protect themselves from the deadly effects so this theme is designed to serve as a thread throughout the piece, concluding with a drug user wearing an oxygen mask. The ads are distributed in
both English and Spanish.
“It’s time for a clear, broadly communicated message that outlines the full extent of the danger it poses," says Rob Baiocco, chief creative officer, The BAM Connection. Among the celebrities known to have from using the drug was the musician Prince in 2016.
The creative was all done in-house by the Brooklyn indie shop.