Fentanyl Awareness Campaign: All It Takes Is Everything
The Office of the Governor sought to tackle the fentanyl crisis in Idaho head-on and alert citizens to the increasing dangers of the deadliest drug we’ve ever seen.
Most Idahoans are unaware of the prevalence of fentanyl in counterfeit prescription pills. It’s everywhere. One in five fake prescription pills contains fentanyl. And 70% of those pills have enough fentanyl to kill the average adult. The real kicker—it’s literally impossible to distinguish a real pill from a fake one unless you’re 100% certain of its source.
Prom
In 2022, 49% of overdose deaths in Idaho involved fentanyl. And often, it was caused by something as simple as a counterfeit pill. Our :30 spots emphasize how you can never trust an unmarked pill.
Dinner Table
You shouldn’t even accept a counterfeit pill from someone you trust. There’s never any certainty.
Short-Form Videos
As part of our work with the Idaho Office of Drug Policy and the Idaho Governor’s Office, we set out to show Idahoans how easy it is to get faked out by a fake pill and how deadly it could be. To do this, we hired real influencers to create content showcasing the dangerous ways in which our audience can be misinformed about fake pills.
Fake Interaction, Real Engagement
The idea was simple: We created our own fake reCAPTCHA and placed it between an ad click and the fentanyltakesall.org website. This type of disruption in the user journey has become expected. With the rise in bots and scammers, everyone has been asked to prove their humanness at some point or another.
Our reCAPTCHA was a little different and entirely impossible to solve. It used the same image-based challenge people are used to, but instead of street lamps and crosswalks, we asked people to distinguish between real and fake pills. Of course, being unable to do so, no matter which pills users chose, they saw the same message—that spotting fake pills is impossible.
+375% Engagement Rate
+286% Session Duration
-19% Cost Per Thousand Impressions
-6% Cost Per Click
