Facts Fight Fentanyl
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Integrated campaign

The Challenge
Opioid overdose is the leading cause of death for Californians ages 25–54, with fentanyl involved in most cases. Yet many people still saw the danger as something that affected “others” — the unhoused or those using “hard drugs.” Instead of relying on fear, Facts Fight Fentanyl aimed to give people the confidence, language, and tools to talk about the crisis in an approachable, empowering way.

Approach
Duncan Channon’s campaign for the California Department of Public Health replaced stigma and misconceptions with simple, actionable facts delivered through a fully integrated effort — TV, digital, social, and out-of-home.

A stark, stripped-down design system let lifesaving information stand front and center: just the facts, in black and white. Supporting photography and product studio imagery were developed to work in tandem with the typography-led system — balancing human context with clarity and urgency.

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Role: Design Director — Visual Systems & Art Direction
Scope: Visual system design, product studio art direction, campaign toolkit development
Creative Directors: Jessica Wyatt and Jessea Hankins / Junior Designer: Joo Park / Illustration: Carlo Giambarresi