Too Much to Lose
“Get the Truth on Risky Drug Use”
Department of Defense education campaign, aligned with the Defense Health Agency, launched around 2020 to inform service members about the facts and risks of prescription drug misuse and illicit or prohibited drug use, including marijuana, hemp and CBD, and how they can affect health, career and readiness. It is the drug counterpart to YouCanQuit2 (tobacco) and Own Your Limits (alcohol).
- Years
- 2020–now
- Country
- United States
- Topic
- DrugsOpioids
- Asks people to
- Never startStop
- Strategy
- Simple instruction
- Channel
- Social (organic)Website
- Audience
- Military and veteransActive-duty service members, their families and friends, and military prevention professionals.
Evidence
NoneUnknown
Sponsor (who paid)
- U.S. Department of Defense, Defense Health Agency Federal government, funder and creator
Credits (who made it)
Not recorded yet.
Related campaigns
- Own Your Limits 2019–now
- That Guy 2006–2019
Sources
Research notes
Discovered 2026-10-22 for #17. Launch year: a health.mil article of 15 Dec 2020 ('What is Too Much to Lose') reportedly calls it recently launched, but the page did not load (script-gated), so 2020 is unconfirmed. The site covers prescription misuse broadly; no fentanyl-specific content was seen on the home page. No agency credited. Procurement search 2026-10-22: no DoD or DHA contract names 'Too Much to Lose' in USAspending (searched opioid, prescription drug, campaign under DHA). Possible vendor only by analogy: DHA's Real Warrior campaign is managed by Fors Marsh Group (HT001125FE011, 2025-2026); no record ties it to this campaign. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/dod-too-much-to-lose.json, updated 2026-10-23· Link to this campaign