This PSA Empowers Young People to Save Lives with Naloxone

With the drug overdose crisis continuing to impact communities across the country, Ad Council announces the launch of new life-saving PSAs today that will teach and empower young adults to be prepared and save lives with naloxone.

Recent statistics reveal that drug overdose deaths in the US declined slightly in 2023, but the crisis is far from over. Illegally manufactured fentanyl, a potent synthetic opioid, is increasingly being found in counterfeit prescription pills and illicit drugs, putting many young people at risk.

Taking urgent action, we’re unveiling new life-saving PSAs instructing viewers on how to use naloxone - also known as Narcan and ReVive - which is available without a prescription and can reverse an opioid overdose. These PSAs, developed in collaboration with R/GA and supported by YouTube, are part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP). The new tutorials provide young people with crucial, step-by-step guidance on how to administer naloxone nasal spray to someone experiencing an opioid overdose.

In times of crisis, information needs to be readily available. As part of the strategy from R/GA and the Ad Council, the 'Life Saving Pre-Roll' campaign materials are designed to meet young adults where they are - on YouTube and other digital and social platforms - ensuring that lifesaving information is readily accessible and shareable. These new PSAs emphasize the importance of carrying naloxone, even if viewers do not use drugs, and direct them to visit RealDealOnFentanyl.com for more information about the benefits of carrying naloxone. Through R/GA’s creative approach and YouTube’s generous commitment of donated media support, this life-saving information can reach young people faster when they need it most, with the aim to replace pre-roll ads not relevant to reversing an overdose and running before naloxone tutorials, with naloxone tutorials. As short form content, these life-saving tutorials can reach young people at an unmatched scale and speed.