Overview Fentanyl is an opioid used primarily by critically ill cancer patients. The intensity of the high has caused drug dealers to use it to cut other drugs. Including addicts, young unsuspecting users have been dying from drug overdose as the potency of it is high even in the smallest amount.
Challenge Getting young adults to pay attention to the messages coming from uniformed authorities is difficult.
Ask Create a campaign that will get the attention of young adults and show them impact of the drugs. Get teens talking about Fentanyl and sharing the information with peers.
Target Young adults starting at 16. They are recreational/casual drug users, influenced by their peers. Having seen evidence that often contradicts the warning, they are immune to drug messages, especially those of fear mongering tone.
Message What you don't see will hurt you
Insight: Our group consumes drugs like junk food: hardly pay attention to what's in it. They have no problem sharing it with others, and rarely ask questions about the content. They seek out the popular drugs and tend to place a lot of trust in the source and what they're being given. Lastly, the more colourful the more attractive it is to them.
Strategy: Appeal to target by re-branding something that they are already familiar with and cannot wait to get their hands on every day: junk food.
Campaign ideas:
Create drug branded junk food packages and place them in supermarkets at the front of the aisle
In the snack packages, will be snacks and information about Fentanyl and the stories of those affected by it.
Place information about Fentanyl in dime bags attached to "Junk food" posters in subway
Wild postings of posters in public spaces
Role: Strategy; art direction; copywriting Strategy: Madison Boratto, Karen Marshall, Odessa Tulett