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. But 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 gives 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 tackles the fentanyl crisis by replacing stigma and misconceptions with simple, actionable facts, delivered through a fully integrated effort — TV, digital, social, and out-of-home.

The stark, stripped-down design system lets the lifesaving information stand front and center: just the facts, in black and white.

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My role: Design Director / Creative Directors: Jessica Wyatt and Jessea Hankins / Junior Designer: Joo Park / Illustration: Carlo Giambarresi