Idea Engineering was asked to create fentanyl prevention messaging to warn teens and young adults about the dangers of fentanyl and fake pills. In response, we created a ground-breaking video and accompanying 30-second spot that uses the technique of “breaking the fourth wall” and is a video of a young adult making his own video to warn his peers about fake pills, based on his own reflections and regret over losing a friend to a fentanyl overdose.
Idea Engineering was asked to create fentanyl prevention messaging to warn teens and young adults about the dangers of fentanyl and fake pills. This age demographic is notoriously difficult to reach. Additionally, overcoming the risk-taking and experimentation that is inherent at this age and the reflexive opposition to being told what to do meant that the messaging needed to be both compelling and devoid of the imprint of “authority.”
In response, we created a ground-breaking video and accompanying 30-second spot that uses the technique of “breaking the fourth wall” and is a video of a young adult making his own video to warn his peers about fake pills, based on his own reflections and regret over losing a friend to a fentanyl overdose.
The video carefully does not tell anyone what they should do, but instead focuses on the decision of Carlos to speak up if he again sees pills being passed around.
The videos were shot in both English and Spanish. Focus groups were held with local high-school and college students throughout the campaign development process.
English 30-second spot
Spanish full-length video
After the strong reception to the first video and as part of the original plan, a subsequent video was made as a sequel. The same young adult, “Carlos” talks about making another video to share with his viewers what he has found out about the dangers of Meth.
English full-length spot
Spanish full-length spot
Idea Engineering’s “Fentanyl is Forever” campaign targets a broad swath of demographics to spread knowledge of the threat of fentanyl to communities across our nation. Our goal is to make people aware and averse to street fentanyl and to seek out local resources for help.
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