Deadly Dose.
Sharing the fentanyl reality with teens.
Between fake news, AI slop, and misinformation from friends, it can be hard for teens to find out real facts. “Fentanyl Reality” is a prevention campaign that gives them the truth about laced pills while teaching them how to protect their social circle.
This campaign started with three agency-produced videos for TikTok and Reels. I tapped into trends that are familiar to teens but made space for risk messaging that got them to rethink trusting drugs. In addition to scripting, I planned pre-production details, directed voiceover sessions and photoshoots, and helped with creative direction on set.
We also cast real content creators to help spread the facts about fentanyl to the Deadly Dose audience. I concepted and wrote 60 scripts for our influencers to produce and film at home.
Along with extending risk messaging for supporting paid and organic social, I wanted to turn factual public health information into memorable tips for teens whenever they need it. I worked closely with the art director to plan the functionality of several carousel assets and gifs that teens can reference if they ever encounter an overdose.
