Unfinished Legacies

Thousands of teenagers die from fentanyl every month. The dangerous drug is mixed with common pills, and most kids who overdose, simply accepted a pill from a trusted friend who had no idea that there was fentanyl in it. Even though kids are dying at an alarming rate, they don’t listen to government warnings about drug use. So we created messages from people we knew kids would listen to — their friends who died from a fentanyl episode. With the help of their families, we gathered photos and videos of their deceased children, and recreated their likeness. Then we used their social channels to give a warning to their friends, loved ones, and everyone else in their community.

• 34% YOY Decrease in Fentanyl Deaths in Kansas City

• 15 Million Earned Impressions