Assume Fentanyl. Every pill. Every Time.

Fentanyl and other toxic substances in Rhode Island’s drug supply pose a growing threat, especially among young adults aged 18–24 who may experiment recreationally without understanding the risks. Early research made one thing clear: fear-based messages don’t resonate with this generation. Instead, they tune out anything that feels like a lecture. To reach them, the campaign needed to speak their language—direct, relatable, and rooted in fact rather than fear.

We developed a series of short-form videos filmed in casual, everyday settings—a young person getting ready for a night out, sharing simple harm-reduction tips along the way: use fentanyl test strips, carry Narcan, never use alone. Delivered in a friendly, non-judgmental tone, the videos feel more like advice from a friend than a warning from an authority figure.

Produced in English, Spanish, and Cape Verdean Creole, the campaign marked Rhode Island’s first use of TikTok for public health outreach, alongside Snapchat and Instagram. The creative direction prioritized authenticity—clean visuals, familiar settings, and conversational delivery—to make safety information approachable and easy to absorb.

The results demonstrated how relevance drives impact. The campaign achieved a 1.18% overall click-through rate, with Snapchat leading at 2.36%, showing strong engagement among the target audience. Across platforms, the campaign generated nearly 10 million impressions and drove over 27,000 new users to the landing page—proof that credible, peer-style messaging can save lives where fear-based tactics fall short.

This campaign is recognized by: