Fentanyl has quickly become an epidemic in the United States, and New Mexico is no exception. Street fentanyl is being mixed with other illicit drugs and sold in powders and nasal sprays, as well as pills made to look like legitimate prescription opioids and other pills such as Xanax and Adderall. With low awareness among both teens and their parents, this crisis has claimed the lives of many New Mexicans, destroyed the lives of countless families and contributed to crime and large-scale homelessness. Since 2019, deaths involving illicitly manufactured fentanyl overdoses have surged dramatically, with 87% of fatal opioid overdoses in the state involving the drug in 2022, a trend that has continued to rise year over year.
Bernalillo County
keeping new mexicans aliveWhat We Did.
- Brand / Campaign Strategy
- Brand Identity Design
- Collateral Design
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Advertising Campaign
- Online Display
- Social
- Out-of-Home
challenge.
Bernalillo County committed to an all-out attack against this crisis. They approached us for help to inform teens and parents of the dangers of the drug, in a way that resonates on a deep level with each audience and positions Bernalillo County and the Keep NM Alive initiative as a credible source of information and helpful resource. Ultimately, our challenge was to help save real lives. No pressure.
the strategy.
The truth is chilling. We prioritized the harsh reality of this crisis, using facts as a compelling messaging strategy balanced with language that speaks directly and authentically to our audience.
a lifeline for teens.
Most teens have no idea that one pill, intended for a night of fun or cramming for finals, can make that night their last. We had to get their attention quickly and hold it long enough for the messaging to soak in. “Where’s the Fentanyl,” or “WTF,” used the widely used acronym to grab their focus while highlighting their lack of awareness of the risks of taking seemingly innocent recreational drugs. Bright, contrasting colors and a modern, digital font made sure our message stood out from the sea of content and stopped their scrolling.
In addition to our prevention campaign, we launched a harm reduction initiative informing New Mexicans of critical knowledge that can help prevent fentanyl overdoses and reduce addiction, including stocking Narcan in homes and businesses, and providing access to support lines.
The campaign was launched across every county in New Mexico with the goal of being seen by every teen, parent, and grandparent, to ultimately raise awareness of the dangers of fentanyl and dramatically lower the number of lives lost to it every year.
