04
Stop Overdose Campaign
Stop Overdose Campaign
Stop Overdose Campaign
Designed a digital ad campaign for the CDC Division of Overdose Prevention, creating social media posts and banners to promote fentanyl test strips for festival and concert attendees as a harm reduction tool.
CLIENT
CDC DOP
ROLE
ART DIRECTOR
RESPONSIBILITIES
SOCIAL MEDIA, OOH ADVERTISING
YEAR
2023
CDC DOP
Stop Overdose Campaign
THE BRIEF
The CDC Division of Overdose Prevention (DOP) is dedicated to reducing the number of fatal and nonfatal overdoses in the United States. As the drug overdose epidemic continues to evolve, synthetic opioids—particularly fentanyl—have become a major contributor to overdose deaths. DOP works to support communities by providing education, harm reduction resources, and interventions that help mitigate risks associated with drug use.
The CDC Division of Overdose Prevention (DOP) is dedicated to reducing the number of fatal and nonfatal overdoses in the United States. As the drug overdose epidemic continues to evolve, synthetic opioids—particularly fentanyl—have become a major contributor to overdose deaths. DOP works to support communities by providing education, harm reduction resources, and interventions that help mitigate risks associated with drug use.
DOP requested a new ad campaign to promote the use of fentanyl test strips, aligning with the look and feel of their existing fentanyl mini-campaign. Rather than focusing on discouraging drug use, the goal was to provide a harm reduction strategy for people who might encounter illicit drugs. The campaign aimed to encourage festival and concert attendees—where drug use is more prevalent—to test their substances for fentanyl, empowering them to make safer choices. CDC also distributed test strips at these events for free, with no legal consequences for those who accepted them.
DOP requested a new ad campaign to promote the use of fentanyl test strips, aligning with the look and feel of their existing fentanyl mini-campaign. Rather than focusing on discouraging drug use, the goal was to provide a harm reduction strategy for people who might encounter illicit drugs. The campaign aimed to encourage festival and concert attendees—where drug use is more prevalent—to test their substances for fentanyl, empowering them to make safer choices. CDC also distributed test strips at these events for free, with no legal consequences for those who accepted them.
THE CONCEPT
The visual approach focused on bold, attention-grabbing graphics paired with direct, urgent messaging to convey the campaign’s life-saving message. Digital banners and social media ads featured statements like "Your Drugs Could Be Laced," "Test Your Drugs for Fentanyl," and "Protect Yourself from Fentanyl."
The visual approach focused on bold, attention-grabbing graphics paired with direct, urgent messaging to convey the campaign’s life-saving message. Digital banners and social media ads featured statements like "Your Drugs Could Be Laced," "Test Your Drugs for Fentanyl," and "Protect Yourself from Fentanyl."
creative direction balanced urgency with accessibility
ensuring that the campaign was both informative and visually engaging to resonate with the target audience.
One standout design featured the phrase "Drugs Don’t Come with an Ingredient List" alongside a magnifying glass revealing a fake ingredient list, reinforcing the idea that users truly don’t know what’s in their substances.
One standout design featured the phrase "Drugs Don’t Come with an Ingredient List" alongside a magnifying glass revealing a fake ingredient list, reinforcing the idea that users truly don’t know what’s in their substances.
THE OUTCOME
By leveraging harm reduction messaging and compelling visuals, this campaign provided an essential resource for individuals at risk of fentanyl exposure. The CDC Division of Overdose Prevention successfully reached a high-risk audience in a way that was practical, nonjudgmental, and focused on saving lives rather than discouraging behavior. Through this campaign, people were given the tools and knowledge to test their drugs and make safer choices, reinforcing the importance of harm reduction as a critical strategy in combating the overdose epidemic.
By leveraging harm reduction messaging and compelling visuals, this campaign provided an essential resource for individuals at risk of fentanyl exposure. The CDC Division of Overdose Prevention successfully reached a high-risk audience in a way that was practical, nonjudgmental, and focused on saving lives rather than discouraging behavior. Through this campaign, people were given the tools and knowledge to test their drugs and make safer choices, reinforcing the importance of harm reduction as a critical strategy in combating the overdose epidemic.
©CRAWFORDCREATIVE
© 2025