Faces of fentanyl
Emmy Award Winning Campaign for Riverside County.
Faces of
entanyl
Emmy Award Winning Campaign for Riverside County.
5.6 POUNDS
IS ENOUGH FENTANYL
IS ENOUGH FENTANYL
IS ENOUGH FENTANYL
TO KILL EVERYONE
TO KILL EVERYONE
TO KILL EVERYONE
IN RIVERSIDE COUNTY
IN RIVERSIDE COUNTY
IN RIVERSIDE COUNTY
TWICE
Faces of Fentanyl
We had the wonderful opportunity to do campaign research for RivCo's Emmy Award-winning “Faces of Fentanyl” campaign. The client wanted us to ascertain what type of campaign messaging and aesthetic would be widely received by the general public as well as those in need of addiction assistance. This was easier said than done. Finding a boilerplate solution to this ask is nearly impossible when you consider demographic factors such as race, age, sex, and socioeconomic status.
Strategy • Messaging • Research • Media Buys
Faces of Fentanyl
We had the wonderful opportunity to do campaign research for RivCo's Emmy Award-winning “Faces of Fentanyl” campaign. The client wanted us to ascertain what type of campaign messaging and aesthetic would be widely received by the general public as well as those in need of addiction assistance. This was easier said than done. Finding a boilerplate solution to this ask is nearly impossible when you consider demographic factors such as race, age, sex, and socioeconomic status.
Strategy • Messaging • Research • Media Buys
Faces of Fentanyl
We had the wonderful opportunity to do campaign research for RivCo's Emmy Award-winning “Faces of Fentanyl” campaign. The client wanted us to ascertain what type of campaign messaging and aesthetic would be widely received by the general public as well as those in need of addiction assistance. This was easier said than done. Finding a boilerplate solution to this ask is nearly impossible when you consider demographic factors such as race, age, sex, and socioeconomic status.
Strategy • Messaging • Research • Media Buys
Our Story
We were proud to advise on such a sensitive and important PSA campaign. The degree of impact that fentanyl has on communities has made it a personal subject for far too many families.
We wanted to ensure that this campaign had the best fighting chance to be heard, shared, and embraced. The easiest way was focusing and honing the strategy guidelines while researching the demographic targets and markets for highest visibility.
Our Story
We were proud to advise on such a sensitive and important PSA campaign. The degree of impact that fentanyl has on communities has made it a personal subject for far too many families.
We wanted to ensure that this campaign had the best fighting chance to be heard, shared, and embraced. The easiest way was focusing and honing the strategy guidelines while researching the demographic targets and markets for highest visibility.
Our Story
We were proud to advise on such a sensitive and important PSA campaign. The degree of impact that fentanyl has on communities has made it a personal subject for far too many families.
We wanted to ensure that this campaign had the best fighting chance to be heard, shared, and embraced. The easiest way was focusing and honing the strategy guidelines while researching the demographic targets and markets for highest visibility.
Strategy
Developing a strategy is crucial for its effectiveness. A strategic approach allows you to target specific audiences and tailor the message to resonate with them. It helps define clear objectives and guide the creative direction. A large part of our strategy considered the best channels for distribution, such as TV, radio, or social media. The goal being to maximize impact, reach the intended audience, and contribute to awareness about the dangers of fentanyl.
Strategy
Developing a strategy is crucial for its effectiveness. A strategic approach allows you to target specific audiences and tailor the message to resonate with them. It helps define clear objectives and guide the creative direction. A large part of our strategy considered the best channels for distribution, such as TV, radio, or social media. The goal being to maximize impact, reach the intended audience, and contribute to awareness about the dangers of fentanyl.
Strategy
Developing a strategy is crucial for its effectiveness. A strategic approach allows you to target specific audiences and tailor the message to resonate with them. It helps define clear objectives and guide the creative direction. A large part of our strategy considered the best channels for distribution, such as TV, radio, or social media. The goal being to maximize impact, reach the intended audience, and contribute to awareness about the dangers of fentanyl.
Messaging
A campaign is only as good as its message. Using a word cloud method to identify positive and negative keywords was helpful to develop effective key messaging for this PSA.
The next step was pinning down the proper colors and typography to set the right tone to accompany the message to evoke the desired response and digestion of the campaign.
Messaging
A campaign is only as good as its message. Using a word cloud method to identify positive and negative keywords was helpful to develop effective key messaging for this PSA.
The next step was pinning down the proper colors and typography to set the right tone to accompany the message to evoke the desired response and digestion of the campaign.
Messaging
A campaign is only as good as its message. Using a word cloud method to identify positive and negative keywords was helpful to develop effective key messaging for this PSA.
The next step was pinning down the proper colors and typography to set the right tone to accompany the message to evoke the desired response and digestion of the campaign.
Resaerch
We poured over content from existing campaigns, medical journals, sociological surveys, law enforcement studies, addiction assistance programs, and multiple independent research documents to make our case for best practices and recommended execution.
Resaerch
We poured over content from existing campaigns, medical journals, sociological surveys, law enforcement studies, addiction assistance programs, and multiple independent research documents to make our case for best practices and recommended execution.
Resaerch
We poured over content from existing campaigns, medical journals, sociological surveys, law enforcement studies, addiction assistance programs, and multiple independent research documents to make our case for best practices and recommended execution.
The Good, The Bad, The Ugly
The road to good content starts with examination of the competitive landscape. All campaigns are not created equal and what worked 10-20 years ago may no longer work. In some cases it may actually be harmful or comical. With a sensitive topic such as fentanyl, there is little room for error. We scrubbed nearly every existing anti-fentanyl campaign created to discern the good from the bad from the ugly.
The Good, The Bad, The Ugly
The road to good content starts with examination of the competitive landscape. All campaigns are not created equal and what worked 10-20 years ago may no longer work. In some cases it may actually be harmful or comical. With a sensitive topic such as fentanyl, there is little room for error. We scrubbed nearly every existing anti-fentanyl campaign created to discern the good from the bad from the ugly.
The Good, The Bad, The Ugly
The road to good content starts with examination of the competitive landscape. All campaigns are not created equal and what worked 10-20 years ago may no longer work. In some cases it may actually be harmful or comical. With a sensitive topic such as fentanyl, there is little room for error. We scrubbed nearly every existing anti-fentanyl campaign created to discern the good from the bad from the ugly.
Visual Examples
Visual Examples
Visual Examples
Messaging Examples
Messaging Examples
Messaging Examples
Video Examples
Video Examples
Video Examples
Paid Ads + Media buys
Paid Ads + Media buys
Paid Ads + Media buys
The next step in the process was the most crucial: getting the word out. We worked together with the Riverside team to assess the target audience and put a strategy together to reach them. We determined timeline, channels, pacing, and metrics to target in key parts of the County.
Our channels of placement included:
Social media (TikTok, Snapchat, Facebook, Instagram)
Magazine articles
Web banners
OOH and billboards
CTV/OTT
Twitch
Spotify
The ads were translated into Spanish based on metrics and local data and were displayed in both English and Spanish.
Metrics and Analytics
This campaign saw soaring success in reception and impressions. Throughout the duration of the campaign, we tracked metrics and measured audience response through click-thru rates and view-thrus rates (CTR and VTR respectively). As we noticed trends, we made adjustments to increase viewership and ensure the budget was being maximized.
Metrics and Analytics
This campaign saw soaring success in reception and impressions. Throughout the duration of the campaign, we tracked metrics and measured audience response through click-thru rates and view-thrus rates (CTR and VTR respectively). As we noticed trends, we made adjustments to increase viewership and ensure the budget was being maximized.
Metrics and Analytics
This campaign saw soaring success in reception and impressions. Throughout the duration of the campaign, we tracked metrics and measured audience response through click-thru rates and view-thrus rates (CTR and VTR respectively). As we noticed trends, we made adjustments to increase viewership and ensure the budget was being maximized.
Emmy Award Winning
In June 2023, the campaign was nominated for an Emmy award for best Plublic Service Announcement and won!
Emmy Award Winning
In June 2023, the campaign was nominated for an Emmy award for best Plublic Service Announcement and won!
Emmy Award Winning
In June 2023, the campaign was nominated for an Emmy award for best Plublic Service Announcement and won!
© Mind & Mill, LLC
© Mind & Mill, LLC
© Mind & Mill, LLC