Most kids find out about drugs from friends. That knowledge isn’t very reliable.
Joan Creative has worked pro bono on The Ad Council’s public awareness effort to tackle fentanyl overdose. The agency’s campaign provides reliable knowledge about fentanyl. Knowledge from sources with in-depth first-hand information, ex-drug dealers.
The campaign, Real Deal on Fentanyl, is funded by Snap and YouTube and looks to educate young Americans on the dangers of fentanyl and the likelihood of it being in counterfeit prescription pills and illicit drugs.
“It may seem strange at first to think these students might trust a former drug dealer more than a traditional authority figure. But Gen Z is notoriously independent – they use information to make their own decisions. That’s why we took this pioneering new approach. It’s hands-on fentanyl education from former dealers, frankly discussing the things that grownups normally wouldn’t dare. Yes, it’s unorthodox, but we must keep kids alive. We are so proud to partner with the Ad Council on this urgently important campaign,” stated Jaime Robinson, co-founder and chief creative officer, JOAN Creative.
Drug overdose-related deaths have skyrocketed in the US in recent years, a 52% increase in 2021 over the previous two years. The rise in deaths is largely due to the growing presence of synthetic opioids, like fentanyl, which were involved in an estimated 66% of overdose deaths during this time period.1 Over 190 people die each day from overdoses involving synthetic opioids like fentanyl. While 79% of teens say stress and anxiety are common reasons to misuse prescription medicine, 73% report they hadn’t heard of the risk of fentanyl being added to counterfeit pills.2
“Young Americans are dying of fentanyl overdoses at a staggering rate and the time to act is now,” stated Lisa Sherman, president and chief executive officer of the Ad Council. “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. This powerful coalition is uniquely qualified to reach and influence young people and will allow us to make an extraordinary difference and save lives.”
The video was produced by JOAN Studios. Shatterproof, a national non-profit dedicated to reversing the addiction crisis in the U.S., worked as issue advisor to the campaign production – in conjunction with Second Chance Studios. The content was captured at Holyoke High School in Holyoke, Massachusetts, an area especially affected by the crisis.
The lessons will be edited into snackable content custom-tailored for social, digital and linear media. The lessons and resources will also be available at RealDealOnFentanyl.com, the campaign website developed by Viget and Good Works, Inc. Additionally, Snap will launch a series of new Augmented Reality lenses, filters, stickers and content that amplify the campaign’s messaging across its platform and SXM Media’s Studio Resonate has developed a series of audio PSAs to run in targeted donated media across their platforms and additional publishers.
The former dealers featured in the Real Deal on Fentanyl campaign creative – Didi, James and Kyle – come from diverse backgrounds, each with different experiences with drugs, fentanyl and recovery education: an addiction recovery coach, a substance abuse counsellor and a member of Second Chance Studios which helps formerly incarcerated people find new careers as digital educators. All of them are people who have dedicated their lives to helping educate and help people avoid substance use or recover from it. They were instrumental in developing this work, candidly sharing their personal stories and connections to fentanyl with the production team and youth, as well as their personal work as sober coaches and helping others through the recovery process. Audiences are encouraged to learn more about them and their individual journeys on the campaign website.
1. Centers for Disease Control and Prevention: Provisional Drug Overdose Death Counts – United States.
2. According to research by Morning Consult commissioned by Snap Inc. in July 2021.
