Fentanyl and Naloxone Awareness (ONDCP and Ad Council)

bidenwhitehouse.archives.gov

Also: It's Gotta Be You · Life Saving Pre-Roll

White House Office of National Drug Control Policy and Ad Council campaign launched April 2023 to educate young people about fentanyl and encourage 13-24-year-olds to carry naloxone and know how to use it, including digital billboards near campuses and bars and YouTube pre-roll spots giving step-by-step naloxone instructions.

Years: 2023–now
Country: United States
Topic: Drugs Harm reduction Opioids
Asks people to: Recognize Start
Strategy: Self efficacy Simple instruction
Channel: Outdoor Social (paid)TV
Audience: Young adults Youth
Young people 13-24.

Evidence

NoneUnknown

Sponsor (who paid)

Ad Council Ad Council (pro bono), campaign producer
White House Office of National Drug Control Policy (ONDCP) Federal government, partner/sponsor
YouTube Industry, media partner

Credits (who made it)

R/GA Creative, 2024 source
StrawberryFrog Creative, 2025 source

Executions (individual ads)

Life Saving Pre-Roll (wordless naloxone instructions) 2024 · social-paid
New PSAs empower young people to save lives with naloxone 2025 · social-paid
Fentanyl overdoses are increasing. Even in small amounts... (naloxone ad on donated credits) 2023 · social-paid · meta-ad-library

Related campaigns

Real Deal on Fentanyl 2022–now
Start With Hope 2023–now
Drop the F*Bomb 2022
Narcan over-the-counter education: Ready to Rescue and Who Is Your World? 2023–now
SAFE Project naloxone awareness (Innovare screens) 2024

Sources

Biden-Harris Administration launches campaign to raise awareness about the dangers of fentanyl and the life-saving effects of naloxone in partnership with the Ad Council (ONDCP) sponsor · 2023
The Ad Council's videos simplify life-saving naloxone use for young Americans (Campaign) news · 2024
Bachhuber MA et al. Messaging to Increase Public Support for Naloxone Distribution Policies in the United States: Results from a Randomized Survey Experiment. PLoS One reference · 2015 · DOI 10.1371/journal.pone.0130050 · PMID 26132859
Shi W et al. Public Understanding and Perception of Harm Reduction and Prevention Messaging About Fentanyl Overdoses. Subst Use Misuse reference · 2025 · DOI 10.1080/10826084.2025.2478589 · PMID 40098286

Research notes

Credits checked 2026-10-22 against fetched pages: R/GA (SHOOT, 8 August 2024, 'Ad Council, R/GA, Versus Fight Opioid Overdoses By Empowering People To Save Lives With Naloxone'), StrawberryFrog (SHOOT, 16 January 2025, 'Ad Council, ONDCP, Strawberry Frog, Director Haya Waseem Team To Combat Opioid Overdoses'). Corrected 2026-10-22: sources moved from Campaign and LBB (both blocked) to SHOOT; StrawberryFrog dated 2025. Relationship to Real Deal on Fentanyl (2022, Snap/YouTube-funded) is unclear; some coverage treats them as phases of one Ad Council overdose effort. Status after the 2025 change of administration not confirmed. Evaluation links reviewed 2026-10-22: removed Trayner 2023 and Sumnall 2023 (Scotland's How to Save a Life) and Luster 2025 (HEALing Communities Study); Bachhuber 2015 and Shi 2025 set to reference (general naloxone/fentanyl message studies, not this campaign). Site status 2026-10-22: realdealonfentanyl.com, the Ad Council youth fentanyl/naloxone site this push built on, now redirects to the generic adcouncil.org/our-causes page; Wayback copy: https://web.archive.org/web/20230609013627/https://realdealonfentanyl.com/lessons.

Record cases/ad-council-naloxone-awareness.json, updated 2026-10-22· Link to this campaign