In Small Doses

Fentanyl and Naloxone Campaign (2021)


At the start of 2021, the Fresno County Department of Behavioral Health (FCDBH) sounded the alarm on a terrifying trend. Illicit drugs in Fresno were being laced with fentanyl, a synthetic opioid 100x more potent than morphine. Drug overdoses and deaths were on the rise.


Fentanyl was often ingested unknowingly. To make an impact, we would need to warn illicit drug users that the risk of drug overdose has never been greater due to the hidden dangers of Fentanyl and educate their loved ones about the life-saving benefits of Naloxone.

Our research revealed that illicit drugs are increasingly being sold through social media and other online platforms, making web and social ads a crucial component of this campaign. Our designers crafted straightforward static and animated visuals that called attention to the dangers of Fentanyl and connected viewers to the lifesaving information and resources offered by our client.


After a year, our media campaign along with efforts by the DEA lead to an overall decrease in Fentanyl overdoses in Fresno County, according to an ABC30 interview
with Dean Cardinale of the DEA’s Fentanyl Overdose, Resolution Team.

Total Impressions: 743,670
Click-through rate:
Snapchat .67%
Facebook .13%

Overall, Snapchat outperformed other forms of social media with 415% more click through rates (CTR) or swipe ups.