Deaths from drug overdoses topped an unprecedented 100,000 annually in the U.S. as of April 2021. With an increase in counterfeit prescription pills laced with fentanyl playing an increasingly large role in these statistics, many experts hope that education might prove to be a vital component in the fight to end the opioid crisis.
But what if we put the education in the hands of those intimately acquainted with the dangers of the drug, like former dealers?
In hopes of curbing the sharp increase in fentanyl-related overdoses in recent years, the Ad Council teamed with Joan for its “Real Deal on Fentanyl” campaign. Funded by Snap and YouTube, the effort’s first phase is tapping former dealers to speak to young people about the dangers of the drug. The work was rendered alongside a separate campaign in partnership with Meta due later this fall.
The campaign has launched a corresponding video produced by Joan Studios and developed with Second Chance Studios and the national nonprofit Shatterproof. In the video, we see high school kids receiving hands-on learning opportunities through classroom-style lessons taught by these dealers-turned-educators.
“Young Americans are dying of fentanyl overdoses at a staggering rate and the time to act is now,” said Lisa Sherman, president and CEO of the Ad Council, in a statement. “We’re so grateful to all our partners who are joining us in the fight against the overdose crisis and delivering critical information during a time of need.”
Impactful education
The pilot effort was filmed at Holyoke High School in Holyoke, Mass., an area greatly impacted by the opioid crisis. The educators, Didi, James, and Kyle, played instrumental roles in developing the work by candidly sharing their experiences. The short shows students asking questions while the experts address everything from the difficulty of detecting fentanyl, why dealers are eager to unload such a dangerous drug and how to assist someone experiencing overdose.
“As we continue to do our part to combat this national epidemic, support law enforcement investigations and educate our community through in-app tools, we recognize an industry-wide approach is needed,” said Jennifer Stout, vp of global public policy at Snap, Inc. “That’s why we’re grateful for this collaboration and remain committed to bringing [in] every resource to keep fighting this crisis both on our app and across the tech landscape.”
Snap will launch AR lenses, filters and stickers amplifying the campaign while SXM Media’s Studio Resonate will release a series of audio PSAs. Additionally, media partners including CSMG/EsportsU, Reddit, KarmaLab, TikTok, Twitter and Vice Media Group will also provide resources to extend the youth-targeted campaign messaging and creative.
A dedicated website designed by Viget and Good Works Inc. offers more information about the “Real Deal on Fentanyl” campaign, the dangers of fentanyl and more about Didi, James and Kyle.
