THE CAMPAIGN
Most people don’t think they’re at risk for a fatal overdose because they don’t know the facts. That’s because fentanyl is a confusing topic and there’s a lot to know. I led a team in the creative development of A Dose of Truth. Our campaign broke down the most important info into a series of Instagram stories and carousels.
BACK TO BACK YOUTUBE ADS
We ran two :15 video ads back-to-back. The first was skippable, the second was not—underscoring how easy it is to “skip” the signs of an overdose—unless you know what to look for. We received record engagements and were recognized by the Muse Awards.
VIDEO CONTENT
A series of short format videos helped young adults know how to spot and respond to an overdose so they can be ready to help their friends.
INFLUENCER CONTENT
I led the creative development of influential concepts that our team of influencers brought to life on Tik Tok and Instagram. We created the site FreeNaloxoneIL.com and had an influencer demonstrate how easy it is to find and get free naloxone near you—early on the campaign he had already hit over one million views! We also had an influencer demonstrated how easy it is to carry naloxone to protect your friends, especially during the summer when overdoses spike in major cities like Chicago.
RESULTS
The results for this message package shattered almost every benchmark set by similar substance campaigns. The client was thrilled and we’ve already started the next phase of creative development.
