2023 - 2024 | Rhode Island Department of Health
Assume Fentanyl: Every Pill. Every Time.
Research into Rhode Island’s drug supply revealed the alarming presence of fentanyl and xylazine, a powerful veterinary sedative, in substances such as cocaine, heroin, and counterfeit opioid pills. The prevalence of these dangerous poly-substance mixtures has contributed to a significant rise in overdose deaths, placing Rhode Island consistently in the top third of all US states for overdose fatalities. Despite these risks, many individuals remain unaware of the lethal potential of these substances, particularly when found in counterfeit pills, highlighting the urgent need for targeted public health interventions.
In response, Reach, in collaboration with the Rhode Island Department of Health (RIDOH), led the development and execution of the “Assume Fentanyl: Every Pill. Every Time.” campaign. This campaign was built on extensive formative research, including interviews with 29 individuals and over 200 surveys, to ensure the messaging was both relevant and impactful.
The campaign utilized a mix of traditional and digital media, including a “Get Ready with Me” video series, to raise awareness about the dangers of counterfeit pills. Ads were strategically placed in high-risk areas such as bus shelters in overdose hotspots, mobile billboards near college campuses, and static digital ads on platforms like Snapchat, Grindr, and other social platforms, ensuring broad reach across Rhode Island.
Campaign Impact:
The campaign achieved a high CTR of 3.43% on Grindr and 2.36% on Snapchat.
The campaign generated 44,315 clicks, driving 33,224 visits to the campaign website, with 27,611 of those being first-time visitors.
This was the first overdose prevention campaign in the state to feature TikTok ads and to use mobile LED billboards for advertising.