Detect to Protect Harm Reduction Media Campaign

Impact Marketing + Communications (Impact) worked with the Erie County, NY Department of Health to launch a harm reduction media campaign called Detect to Protect to reach individuals at risk for drug overdoses and death as well as their family members, friends, and community leaders to support harm reduction messaging, education, and activities. The campaign focuses on the rise of fentanyl-related overdoses involving cocaine, the disproportionate impact the area is seeing in communities of color, and that this is overwhelmingly occurring among older residents.

The campaign was heavily informed by overdose data and trends at the county level as well as focus groups and interviews with community members, healthcare and behavioral health providers, people with lived experience, health department outreach staff, and others involved and impacted by this work. During the interviews and focus groups, participants expressed a desire to have the campaign reflect real people from Erie County and that's what we've done. It is a campaign informed, inspired, and featuring people from the community.
As Erie County encompasses Buffalo, NY, the idea of the City of Good Neighbors is what the campaign is based on – to inspire people to protect themselves, protect their neighbors, and spread the word to increase awareness and incentivize everyone to be part of addressing this health crisis. Impact developed a radio spot and video designed to bring attention to the rise in overdoses due to fentanyl being added to the cocaine supply – particularly among people in their 40s, 50s and 60s and in communities of color. The campaign also includes coasters, posters, and brochures in bars, restaurants, barbershops, gas stations, and pharmacies as well as digital and social marketing encouraging residents to order free fentanyl test strips from the Erie County Department of Health to test their cocaine and Narcan to stop a deadly overdose if it happens.

To facilitate cross promotions, Impact also developed a social media toolkit with possible messages and graphics that community organizations and individuals can access here https://www3.erie.gov/health/detect-protect-tool-kit and use to spread the word through their organizational and individual social media channels.