The Ad Council and Meta Encourage Parents to ‘Drop The F*Bomb’ on Fentanyl

By Kyle O'Brien 

In the latest phase of its coordinated public awareness effort tackling the overdose crisis facing the U.S., the Ad Council and Meta are dropping some choice words. A parent-focused campaignm, “Drop the F*Bomb,” talks about the dangers of fentanyl and equips parents and caregivers to initiate candid discussions with their teen and young adult children.

Drug overdose-related deaths have skyrocketed in recent years, with 2021 seeing a 52% increase over the period two years prior. The rise in deaths is largely due to the growing presence of synthetic opioids, like fentanyl. In the first half of 2021, fentanyl was identified in 77% of adolescent overdose deaths.

“This is a crisis that unfortunately impacts us every day, in every community. Informed parents have the ability to play a significant role in keeping our kids safe and it’s our aim through this campaign to ensure they have the tools needed to have honest and effective conversations with their children about fentanyl,” said Lisa Sherman, president and CEO of the Ad Council in a statement.


Drop the F*Bomb aims to ensure parents and caregivers are accurately informed about fentanyl and its risks, so they understand the issue and the urgency of having a potentially life-saving conversation with their kids.

A series of PSAs, developed by Meta, shows parents talking about specific aspects of how bad fentanyl can be and how drug dealers are disguising it in other drugs.

“Meta is proud to have led in the creative development of this campaign while using our platform as a vital tool to support parents and caregivers as they have lifesaving conversations with their kids on the dangers of fentanyl,” said Lindsay Elin, vp of public policy at Meta.