A Surprising Source For an Urgent Message.

Deaths related to accidental Fentanyl overdoses have skyrocketed not only in Sacramento County, but across the entire nation. What is now referred to as an “epidemic”-level problem, Fentanyl has begun to show up in other street drugs purchased by unsuspecting young adults. 

Teaming up with the Sacramento County District Attorney’s office to help spread the word of this deadly situation to both teens and their parents, RSE developed videos that present key messages to each audience in a disarming, unexpected way.  

Teen Audience – Don’t Be A Guinea Pig
To create awareness amongst teenagers, we knew our job was to “stop the scroll” and draw in our audience with content not easily recognizable as a drug awareness ad. To achieve this goal, we tasked nature’s original test pilot – the guinea pig – with delivering our core message of “don’t try random substances.”

Parent Audience – Take This Chance
When informing parents about a potentially deadly threat to their kids, the typical approach creates panic rather than a conversation. Breaking from this usual angle, we created videos that remind parents that there are many opportunities to have an open dialogue with their kids about the dangers of Fentanyl and to take the chance before it’s too late.