The Ad Council, a non-profit organization, creates ad campaigns to address critical social issues. For Young Lions competition, we were tasked to create a campaign that educates about the dangers of fentanyl and to increase the percentage of youth who say they carry naloxone and know how to use it.
A deadly dose of fentanyl is found in half of all counterfeit pills, according to 2024 DEA lab testing. When people try drugs recreationally, they may be trying fentanyl without realizing it.
Therefore, since fentanyl is so widespread, naloxone should be too.
Ad Council X Young Lions
Show how carrying naloxone can fit into their daily lives and provide a QR code for more information on naloxone and where to buy it.
Out of home
Gen Z loves keeping photos in their phone cases, wallets, or bags. In restaurants and bars, we’ll set up free photo booth that not only dispenses photos, but also free naloxone and how to use it. This way, people can carry their photo card and naloxone, so they are ready to save a life.
Activation
We’ll work with Gen Z pop star Charli XCX and other influencers to create a TikTok content series using Charli XCX’s viral audio called “in my bag” to show how easy it is to always carry naloxone and encourage others to join.
Click here to listen to the viral sound.
Social
Lastly, we’ll partner with Snapchat to feature Bitmojis holding naloxone for users who carry it and display it on the map. This way, when at a large party or concert, people can quickly identify who to find in an emergency.
Snapchat Partnership
Art Director: Angie Yoo
Copywriter: Me