Intro
Fent Facts
The County of
Santa Clara
Platforms
- Digital
Our Role
- Marketing
- Digital + Social
- Public Relations
- Production Services
Project Overview
Situation
Pre-teens, teenagers, and college students are unknowingly purchasing counterfeit pills off the streets laced with fentanyl – a synthetic opioid so potent that just a few grains can be lethal. As a result, The County of Santa Clara was seeing a devastating surge in fatal fentanyl overdoses. The County’s Behavioral Health Services Department (BHSD) needed to rapidly educate communities on what fentanyl is, its dangers, and risks of experimental drug use, as well as provide life-saving resources to seek help, either for oneself or for a loved one, friend, or neighbor.
Approach
AMF developed a comprehensive awareness strategy to bridge the knowledge gap, focusing on educating youth and their support networks about the lethal risks of experimental drug use and fentanyl exposure. A synergistic multi-channel campaign was created that vividly brought the facts to life about fentanyl misuse and its deadly nature. A diverse media mix including digital, billboards, transit, and theater ads, was deployed to maximize reach and engage target audiences effectively.
Outcome
This impactful, fact-based campaign successfully heightened awareness of fentanyl dangers throughout Santa Clara County. By disseminating crucial information across various platforms, the campaign empowered communities with life-saving knowledge, helping to deter experimental drug use and providing individuals with essential resources. The campaign achieved an impressive 5.7 million total impressions and a 62% programmatic video completion rate, underscoring its effectiveness in reaching and engaging the target audience with critical, potentially life-saving messages.
5.7M
impressions deliverd
62%
programmatic video completion rate
Deliverables
TV COmmercial
AMF developed a hard-hitting awareness campaign to educate on the deadly risks of fentanyl. The campaign vividly brought to life the lethal nature of fentanyl, emphasizing that just a few grains can be fatal.
Advertisement
A multi-channel advertising strategy was deployed, including digital ads, billboards, transit displays, and theater advertisements.
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