2023 - 2024 | Rhode Island Department of Health
Assume Fentanyl: Rhode Island's Overdose Prevention Campaign
Research into Rhode Island’s drug supply uncovered the presence of fentanyl and xylazine, a veterinary sedative, in substances like cocaine, heroin, and counterfeit opioid pills. These dangerous poly-substance mixtures have led to a rise in overdose deaths, placing Rhode Island among the top third of US states for overdose fatalities. Despite the risks, many individuals remain unaware of the lethal potential of these substances, particularly when found in counterfeit pills, underscoring the urgent need for targeted public health interventions.
In response, Reach took a community-centered approach involving 10 interviews, 2 group interviews, and 1 focus group with individuals who had relevant experience and insights. The research revealed that fear-based messaging was ineffective; instead, factual and relatable information was crucial for connecting with at-risk populations. Based on these insights, we developed the “If it's not your prescription. Assume Fentanyl. Every Pill. Every Time.” campaign, designed to make critical information about the dangers of counterfeit pills and fentanyl both accessible and impactful.
The campaign employed a blend of traditional and digital media, including a “Get Ready with Me” video series that shared safety tips in a relatable, informal tone. Ads were strategically placed in high-risk locations, such as bus shelters in overdose hotspots and on mobile billboards near college campuses. Digital ads ran on platforms like Snapchat, TikTok, and Grindr, allowing the campaign to reach Rhode Island’s most vulnerable populations. Radio ads were broadcast in English, Spanish, and Portuguese to further extend the campaign’s reach.
This campaign is part of a broader, coordinated effort by the State of Rhode Island to combat the opioid crisis, which saw a 7.3% decline in accidental overdose deaths in 2023—the first reduction in four years.
Campaign Impact:
Achieved a high CTR of 3.43% on Grindr and 2.36% on Snapchat.
Generated 44,315 clicks, driving 33,224 visits to the campaign website, with 27,611 first-time visitors.
The first overdose prevention campaign in the state to feature TikTok ads and mobile LED billboards.
The campaign was funded by the Rhode Island Department of Health (RIDOH) and developed in collaboration with RIDOH, the RI Department of Behavioral Healthcare, Developmental Disabilities and Hospitals (BHDDH), and the Executive Office of Health and Human Services (EOHHS).