The difference between saving a life and someone tragically dying is being armed with the information to help. Unfortunately, we don’t walk around with shirts that say “informed human” (but it sure would be convenient if we did.)
In the films and still photography, the stars of the show are our “informed humans,” regular folks armed with life-saving information who in turn, share that information to help save others.
To help make this life saving information as clear as possible, our facts are distilled down to simple metaphors brought to life in a stripped back, slightly surreal space. There are no gritty street corners, no abandoned houses to cause your brain to disengage and immediately blow off the messaging as “not for me” — just a liminal space built to specifically disarm you into learning something about fentanyl.
In OOH and digital, the art direction is similarly stripped back to allow the various lifesaving information to shine - it’s quite literally just the facts in black and white.
We sourced imagery of both authentic pills and counterfeit pills laced with fentanyl to show how closely they can resemble each other, not just the expected opioids, but pills like Xanax and Adderall. Our campaign voice is also free of judgment or fear-mongering, delivering the facts clearly with a dash of personality (especially when the platform encourages it).
Utilizing The Banana Stand, DC’s in-house content studio I helped establish and run, we were able to produce custom social content for both TikTok and Snapchat — putting our lifesaving information in appropriate context, like GRWM videos and podcast recordings.
CD/Art director: Me
CD/Copywriting: Jessea Hankins
Design director: Shannon Burns
Senior copywriter: Amy Char
Junior designer: Joo Park
TV producer: Keenan Hemje
Art producer: Shaz Kuerschner
Partner agencies: Acento & APartnership
Production company: EPOCH
Director: Kate Hollowell
Producers: Ritu Paramesh, Miranda Kahn
Choreographer: Kathryn Burns
Photographer: Dan Monick
Editorial: Talia Pasqua, Cabin
Colorist: Sean Wells, Roast n’ Post
Illustration: Carlo Giambarresi