The campaign featured a series of short-form videos filmed in a casual, relatable setting, where a young person shares safety tips—like using fentanyl test strips, carrying Narcan, and never using drugs alone—while preparing for a night out. Delivered in a friendly, non-judgmental tone, the videos feel more like advice from a peer than a traditional public health warning, making them particularly effective for a youth audience.

Produced in English, Spanish, and Cape Verdean Creole, the videos were distributed across TikTok, Snapchat, and Instagram—marking Rhode Island’s first use of TikTok for a public health campaign. The campaign’s art direction emphasized relatability and accessibility, with clean, engaging visuals that complemented the conversational tone.

Campaign Impact:

• Achieved a 1.18% overall CTR across all platforms

• Snapchat had the highest CTR at 2.36%, showing significant engagement with the target audience

• Generated nearly 10 million impressions and drove over 27,000 new users to the campaign landing page