Substitute Dealers

CLIENT: AD COUNCIL / SNAP / YOUTUBE
AGENCY: JOAN

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// AWARDS & PRESS

One Show Gold Pencil, Andy's Shortlist x3, Clio Health Silver & Bronze, Cannes Lion Shortlist, Fast Company World Changing Ideas 2023

AdAge // Ad Council takes on the fentanyl crisis with an unlikely partner
Campaign // Ad Council collaborates with Snap, YouTube for latest youth fentanyl awareness campaign
NBC // Recovered drug dealers take on opioid crisis with new public awareness campaign
Rolling Stone // How Do We Save Teens From Fentanyl?

Fentanyl is killing kids at an alarming rate, but 73% of teens have no idea fentanyl is being cut into counterfeit pharmaceuticals. Or that it’s deadly.

Kids also aren’t persuaded by fear mongering statistics. And it turns out the old “Just Say No” approach wasn’t just reductive - it was ineffective.

So we partnered with the Ad Council to bring awareness to the fentanyl crisis in a totally new way. We crafted a pioneering drug safety curriculum designed by an unexpected educator: former drug dealers who have sold and used, themselves.

From there, we open-sourced the lesson plans on RealDealOnFentanyl.com, allowing any teacher to replicate the experience in their own schools.

Because kids don’t need lectures. They need information. From the people who really know.