One Pill Can Kill
Virginia’s Awareness Campaign Cuts Fentanyl Deaths by 44%

Digital, Web & Print Branding

The challenge

Our goal was clear: reduce deaths caused by fentanyl by increasing public awareness. But the challenge was twofold—localize a national campaign to make it relevant for Virginians, and find ways to educate young people without being able to directly target them online. The deadly reality of fake pills, often indistinguishable from real prescriptions, made it critical to cut through the noise and get the message across.

The strategy

We leveraged the existing national One Pill Can Kill branding and built out a Virginia-centric campaign grounded in local data, public resources, and real-life relevance. The campaign spanned traditional broadcast media, out-of-home placements, and digital advertising, while our team developed social media content calendars, organic messaging, and video PSAs to keep the campaign top-of-mind.

To reach youth directly, we took the message offline—placing signage and collateral in high-traffic areas like Richmond Raceway and local sports venues, where teens and families already gather. Campaign messaging centered around the core warning: if a pill doesn’t come from a licensed professional, it could be deadly.