Duncan Channon's Clever PSAs Show How ‘Informed Humans’ and Facts Can Fight Fentanyl
Indie agency Duncan Channon, in partnership with The California Department of Public Health, has launched a statewide campaign, ‘Facts Fight Fentanyl,’ designed to combat the ongoing opioid epidemic in California. Set to debut on August 29 just ahead of International Overdose Awareness Day on August 31, the campaign takes a never before seen approach to empowering individuals with the knowledge and tools to prevent fentanyl overdoses and save lives.
Opioid overdose is the leading cause of death for Californians between the ages of 25-54, a tragic upward trend that claims far too many, far too young. Fentanyl — cheap, potent, and increasingly impossible to avoid in the illicit drug supply — is involved in the majority of these deaths, and although awareness of the fentanyl epidemic is high, people keep dying.
The campaign’s message seeks to highlight that while the fentanyl crisis is overwhelming and complex, the power to make a difference lies in understanding the facts. A fundamental strategic and creative challenge was unchecked fear, stigma, and rampant misinformation about opioid overdose amongst the public, all leading people to associate the risk with 'others' — the unhoused or those who take so-called 'hard drugs' like heroin or meth.
“With “Facts Fight Fentanyl,” every creative decision was made through two filters: Are we delivering information that will save lives? And are we doing it as compellingly and unforgettably as possible?” said Jessea Hankins, Duncan Channon creative director. “We [Duncan Channon] have a track record of developing public service messaging for the state of California, and this campaign’s unique approach is something we hope resonates with an even wider audience.”
The campaign emphasises the importance of accessible, actionable information, guiding people to make informed decisions that can reverse the tide of the epidemic. ‘Facts Fight Fentanyl’ steers away from the messaging seen in traditional public service announcements that often rely on fear and tragedy and instead seeks to humanize the issue, offering people the permission and the tools to talk about the crisis in a way that is approachable and empowering.
The true heroes of the campaign are the 'Informed Humans', i.e., anyone who’s learned the facts about fentanyl and how to prevent death by using Naloxone- a medication that rapidly and safely reverses opioid overdose. In the campaign’s two films, informed humans save a friend from fentanyl-laced drugs at the cringiest party ever ('Party’s Over'), and elevate Naloxone as the lifesaving safety device it truly is ('The Light'). The creative idea was brought to life by director Kate Hollowell of Epoch Films, who brought her signature combination of humanity, surrealism, and absurdity to a liminal space where complex ideas are explained as simple, memorable metaphors.
"I believe incredibly serious and emotional topics can be digestible—with an appropriate amount of levity—by disarming the viewer through just the right amount of humanity and lightness. And that’s my hope with this campaign; that it gets the attention of the viewers, educates them, and ultimately saves lives," says Hollowell.
The campaign specifically targets Californians aged 16-39, with particular attention to groups disproportionately affected by fentanyl overdose deaths, including Hispanic/Latino, Black/African American, American Indian/Alaskan Native, LGBTQ+, and Asian communities. To reach its diverse audience, the media strategy includes a digital-first approach, utilizing streaming TV, digital video and audio platforms like YouTube, Twitch, and Pandora, as well as paid social platforms such as Snapchat and TikTok. The campaign will also include targeted out-of-home placements in high-risk areas, such as bars, college campuses, and other venues where drug use may be more likely to occur, and will run through June 30, 2025.
