CDC Division of Drug Overdose Prevention
Protecting People from the Dangers of Fentanyl

As part of the Stop Overdose Initiative, we needed to raise awareness of the dangers of synthetic opioids like fentanyl. Fentanyl, an opioid that is 50 times stronger than heroin, is being used increasingly in the illicit drug supply. With deadly consequences. Overdose deaths in the United States rose to over 100,000 during 2021. As part of our work with the Centers for Disease Control and Prevention, we needed to sound the alarm with those most at risk of an overdose.

Our campaign video brought these dangers to life both metaphorically and factually, taking our audience on a journey into the dangers of synthetic opioids that revealed the risk hiding in plain sight.

a half of a pill with the other half a yellow dot matrix gradient
Bringing the hidden danger to life
Fentanyl billboard that asks: What else is in your drugs?
Fentanyl bus stop ad that asks: What else is in your drugs?

Our multichannel campaign used bright colors and multiple type treatments to create a patchwork style that felt both informative and countercultural. The expressive visual approach allowed us to captivate attention and get straight to the point.

Fentanyl Facebook ad that says: Laced with Fentanyl
Fentanyl Facebook ad that asks: What else is in your drugs?

On digital, you have less than a second to get your audiences’ attention. Our bold leading question and expressive typography did just that.

Fentanyl mobile ads
Fentanyl ads on a web site.
Fentanyl fact sheets