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Informed Humans save lives
DC’s “Facts Fight Fentanyl” campaign takes on the fentanyl overdose crisis, countering fear, stigma, and misconceptions with accessible, actionable information and a touch of the surreal.
Opioid overdose is the leading cause of death for Californians between the ages of 25-54, and fentanyl is involved in the majority of these deaths. Yet too many people were associating the risk with “others” — the unhoused or those who take so-called “hard drugs” like heroin or meth. Without relying on fear or tragedy to break through, “Facts Fight Fentanyl” instead offers the permission and the tools to talk about the crisis in a way that is approachable and empowering.
The campaign films were brought to life by director Kate Hollowell of Epoch Films, who brought her signature combination of humanity, surrealism, and absurdity to a liminal space where complex ideas are explained as simple, memorable metaphors.
A surreal, awkward party is filled with drug characters secretly laced with fentanyl. As they close in on a human guest, two informed friends intervene and help him escape. VO: “Learn to keep friends safe from fentanyl overdose at FactsFightFentanyl.org.
The true heroes of the campaign are the ‘Informed Humans,’ i.e., anyone who’s learned the facts about fentanyl and uses that info to help save others. In “Party’s Over,” a friend is rescued from a group of fentanyl-laced drugs at the cringiest party ever thrown. Rather than monsters, the fentanyl characters come off as obnoxious party crashers.
On a theater stage, an actor extinguishes flames on stage, symbolizing naloxone stopping a fentanyl overdose. With hopeful music, dancers join him, all holding naloxone. VO: “Learn how naloxone can save lives at FactsFightFentanyl.org.
In “The Light,” we’re introduced to naloxone (the generic form of Narcan), an over-the-counter medication that reverses opioid overdose, but too often is thought of as drug paraphernalia instead of the safety device it truly is. Choreographed by Kat Burns, an army of ‘Informed Humans’ elevate naloxone (and the hero who administers it) to their rightful places.
In out-of-home, the art direction is similarly stark and stripped back to allow the various lifesaving information to lead the charge – quite literally just the facts in black and white.
With the Banana Stand, our in-house production wing, we created custom video content for TikTok and Snapchat that would feel most at home on the platforms, from a podcast-style chat between a few ‘Informed Humans’ to a GRWM video that names naloxone as the finishing touch for a night out.
All paid media drove to FactsFightFentanyl.org, with DC providing creative direction and development by our friends at BerlinRosen. We enlisted artist Carlo Giambarresi to create a suite of illustrations for the signs of an opioid overdose to complement the layout.
The “Facts Fight Fentanyl” media strategy includes a digital-first approach, utilizing streaming TV, digital video and audio platforms like YouTube, Twitch, and Pandora, as well as paid social platforms such as Snapchat and TikTok. The campaign will also include targeted out-of-home placements in high-risk areas, such as bars, college campuses, and other venues where drug use may be more likely to occur.
For paid placements across Tinder and Twitch, we wrote amusing contextual headlines that spoke directly to gamers or those in the dating scene.
Work + News
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“We’ve changed!” says Big Tobacco
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Empathy wins
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Animating anti-smoking
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InnovAsian: The Next Generation
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Kona Brewing
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SweeTARTS’ Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
Rakuten
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StubHub
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Kettle Brand
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Upwork
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Golden State Warriors
One of the greatest teams ever assembled was just about to leave the city that supported them through thick and thin for 47 years. How do they say good-bye?
Esurance
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“They can’t take your ballot”
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Grubhub
While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”
California Tobacco Control Social Smoking
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InnovAsian
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Nicotine: the teen nightmare
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A couple locals go national
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Playing the name game with InnovAsian
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Upwork is happening today
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The tobacco industry has a kids menu
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DC in the World Series
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New TV and a billboard full of butts
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DC dishes up So Delicious
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Retail therapy
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“Wake Up” wins North American Effie
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Kona bros offer miracle FOMO cure
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Diamond of California is cooking
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“Turn Down” helps DriveTime turn up
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Still Blowing Smoke
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Episode II: Return of the Rescue Squad
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Dear Mainland
In this integrated campaign for Hawaii's first and biggest craft brewer, a pair of Hawaiian brothers comment on such “common mainlander customs” as multi-tasking, while inviting viewers to take a breath.
For those about to rock, call Ticket Oak
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John Muir Health
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In all candor: new John Muir Health ads
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DriveTime saves the day
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Today’s StubHub news: T.O. gets naked & other abominations
If, like us, you can't get enough of Ticket Oak, this Q3 roundup is for you.
Sephora / Marc Jacobs Beauty
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Tahoe South
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Blurb
Amid the glut of cheapo, on-demand books, this company stands for design, craftsmanship and beauty.
Hard Rock
Work that earned top prize in the global Rebrand 100 competition, awarded for the combination of creative and strategy, and helped turn around a brand that turned rock stars into raving fans.
100 Best in Advertising
Graphis magazine has honored D/C’s campaign for Sanita, the original Danish clog, with a gold award in its 2011 "100 Best in Advertising" annual. Founded in Zurich in 1944, Graphis is one of the world’s most influential graphic arts publications. The competition was judged by a prestigious international jury whose US contingent included Rich Silverstein. All of which ain't exactly chopped liver, a D/C spokesperson was heard to remark.
Hygge. Go ahead, you can say it.
The manufacturers of the original Danish clog, Sanita, have been making shoes for the US market for years. But now they’ve decided to sell them under their own brand.
D/C helps big chicken crow
DriveTime
In a world of no — no approval, no loan, no car — it’s DriveTime to the rescue. Two wildly enthusiastic young women deliver automotive salvation. And 38% more sales.
Contact Us
Jobs, creative
TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282