• by Les Luchter , September 16, 2024

“Informed humans,” identified by their T-shirts, save a party-goer from fentanyl-laced drugs in a :60 spot and extoll the life-saving benefits of naloxone in a :30 spot as part of a new “Facts Fight Fentanyl” campaign from the California Department of Public Health.

Running through June 30, the campaign created by the Duncan Channon agency aims to “increase awareness of fentanyl prevalence, and of naloxone as a key harm reduction strategy,” the agency tells Marketing Daily.

Directing Californians to learn more info at FactsFightFentanyl.org, the campaign targets 16- to 39-year-olds, with specific attention to those the state says are disproportionately affected by fentanyl overdose deaths, including Hispanics, Blacks, Asians, LGBTQ+, and native Americans/Alaskans.

Media being used include streaming TV; digital video platforms like You Tube and Twitch; audio platforms like Pandora; paid social platforms like Snapchat and TikTok; and out-of-home placements in such high-risk areas as bars, college campuses “and other venues where drug use may be more likely to occur,” says Duncan Channon.

The campaign’s success will be measured by tracking such measurements as overall impressions, reach, CPM, video completion rates, click-though rates and site visits, the agency says, adding that “the real-world impact of the ad placements in real time will also be assessed through a campaign survey.” 

In addition to Duncan Channon, agencies Acento and APartnership are on board for Asian-language and Spanish language advertising.

The opioid crisis in California is ongoing, notes the Department of Public Health, with opioid overdose the leading cause of death for state citizens aged 25-54 – and fentanyl involved in the majority of the deaths.

“The power to make a difference lies in understanding the fact,” Duncan Channon said in a statement. “A fundamental strategic and creative challenge was unchecked fear, stigma, and rampant misinformation about opioid overdose amongst the public, all leading people to associate the risk with “others” — the unhoused or those who take so-called “hard drugs” like heroin or meth.”

“Facts Fight Fentanyl,” the agency continued, “steers away from the messaging seen in traditional public service announcements that often rely on fear and tragedy and instead seeks to humanize the issue, offering people the permission and tools to talk about the crisis in a way that is approachable and empowering."