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Illenium vs. Opioid Overdose

The Grammy-nominated DJ joined our campaign to spread the word about the dangers of fentanyl.

A 3-minute Vimeo video featuring Illenium discussing his past struggles with opioid misuse and warning the EDM community about the threat of fentanyl overdose.

In our ongoing partnership with the California Department of Public Health, DC enlisted Grammy-nominated artist Illenium to help counter the deadly overdose epidemic. The electronic dance community is especially vulnerable due to the prevalence of drug use, so a popular EDM artist made perfect sense to authentically speak to this audience. And as a recovering opioid user himself, Illenium’s words carried weight. The partnership included a 3-minute hero video on Youtube, 3x organic social media posts from Illenium, and paid social promotion. The partnership delivered impactful results with a 72% video completion rate YouTube, a 30% engagement rate (exceeding benchmarks) on over 1MM video views, and overwhelmingly positive comments on social. 

A sponsored Instagram reel featuring Illenium giving facts about fentanyl’s prevalence in the drug supply and the difficulty in detecting it in substances since you can’t see it, taste it, or smell it.

A sponsored Instagram reel featuring Illenium reflecting on his past drug use in the context of today’s fentanyl risks.

A sponsored Instagram reel where Illenium introduces the Facts Fight Fentanyl campaign, followed by the :30 spot called “Party’s Over.”

We also partnered with a diverse selection of seven additional influencers to create social-native, educational, and entertaining harm reduction content on TikTok and Instagram to help combat false information and shine light on this epidemic.

They were strategically selected to ensure we prioritized diversity as well as ensuring we reached priority audiences in terms of age, gender, location, and proximity to risk-heavy activities or careers. Our lineup included two influencers with credibility in the medical field, retired ER Tech Steven Ho and Nurse Kelley Johnson, to add a layer of trust to our campaign messaging. With a combined 2M+ views and 1.8M+ impressions, these influencers definitely used their powers for good.

For additional harm reduction resources check out the links below.

Find free naloxone near you: HERE
Learn more about naloxone: HERE
Learn more about fentanyl and its danger: HERE

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Work + News

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AMY COTTELEER
Partner, Chief experience officer
amy@duncanchannon.com

 

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ADRIENNE SCORDATO
Director of media relations
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TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282

 

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ALLISON BART
Director of people
abart@duncanchannon.com
415 306 9203