As though the opioid epidemic isn’t bad enough, counterfeit pills laced with fentanyl have emerged as an even greater threat. More and more young people are dying of unexpected drug overdose, often from fentanyl-laced fake pills.

So, how do you tell teens the Xanax they think they’re buying might actually be a deadly fake pill without sounding like a concerned mother? You speak to them–straight forward, honest, attention grabbing.

From creating dozens of OOH material, partnering with Minnesota youth for a 5 month long social first campaign, and doing a complete website overhaul and brand refresh, this award winning campaign resulted in over 400 M impressions.

Awards: Best in Show: Healthcare Advertising Awards I Silver: Digital Health Award I Silver: Davey Awards