The Situation
Nearly half of the fake pills tested in SC contain a potentially lethal dose of fentanyl – and are readily available on social and amongst friends.
The Insight
To reveal the risk, you need to remove the façade.
The Solve
Given that fake pills look strikingly like real ones, we needed to show the danger that lurked beneath. Leading with blunt-but-artful spots that showed the real threat inside the glossy exterior, we also took our message to social and campuses to spread the word about the lethal scourge. As our message spread, drug overdose deaths dropped more than 6% in 2023, with an even sharper decline in 2024.
