2023 - 2024 | Rhode Island Department of Health
Get Ready with Me: Fentanyl Awareness for Rhode Island’s Youth
Fentanyl and other toxic substances in Rhode Island's drug supply pose a severe threat, particularly to young adults aged 18-24 who often engage in recreational drug use without understanding the risks. Traditional scare-tactic messaging has failed to resonate with this media-savvy demographic, making it crucial to find more effective ways to communicate the dangers of counterfeit pills.
These short-form videos were developed as part of the “If it’s not your prescription. Assume Fentanyl: Every Pill. Every Time.” campaign. Filmed in a relatable, informal setting, they feature a young person sharing safety tips while getting ready for a night out. The messages, which emphasize using fentanyl test strips, carrying Narcan, and never using drugs alone, are delivered in a tone that feels like advice from a friend rather than traditional public health warnings.
Produced in English, Spanish, and Cape Verdean Creole, the videos were strategically distributed across TikTok, Snapchat, and Instagram—marking the state’s first use of TikTok for a public health campaign.
Campaign Impact:
1.18% overall CTR across all platforms.
Snapchat stood out with the highest CTR of 2.36%.