Dangers of Fentanyl PSA

Fentanyl is a synthetic drug that you cannot see, taste, or smell, and is an opioid 50 times stronger than heroin. The risk of overdose drastically increases when purchasing pills off the street because they can be laced with Fentanyl and you may not even know it. Deaths from this silent killer are happening at alarming rates in communities across our country and in Maryland alone, made up more than 80 % of overdose deaths in 2020. The Maryland State Ad Agency partnered with award-winning production company Smartypants , out of Brooklyn New York, to bring attention to the issue.
This PSA portrays the dangers of Fentanyl and recreational drug use, but also provides education and resources to help reverse an overdose. With an opioid crisis that is impacting not only Maryland, but communities across the country, our hope is to create a movement: one that prevents more deaths in the future.
This campaign challenged our creative approach. We wanted this to impact and speak to as large a demographic as possible which is ultimately why we chose to use stock footage for this PSA. We focused our advertising efforts on broadcast, streaming, digital, and radio outlets in order to spread awareness statewide. Collectively through these efforts we were able to reach well over three million people. Drug use and overdoses do not discriminate. It affects our family, friends, neighbors, co-workers and acquaintances. It can happen anytime and anywhere. We feel this PSA resonates with every person that watches it. It is memorable and impactful. It conveys a very important message, one we are proud to be a part of.