Naloxone Is (Grand Rapids Red Project)
“Naloxone is ...”
Grand Rapids Red Project billboard and bus campaign (US-MI), spring 2026, with more than a dozen ads each showing a smiling Red Project staff member and a line beginning 'Naloxone is' followed by a value such as empathy, love, hope, support or equity, to cut stigma around naloxone; paid with opioid settlement dollars distributed by MDHHS. The Rapid transit authority rejected the bus ads.
- Years
- 2026
- Country
- United States
- Budget
- $311,000 for a six-month billboard and bus campaign, including $56,000 planned for Rapid bus ads (WOOD TV).
- Topic
- Harm reductionOpioids
- Asks people to
- Reduce stigmaStart
- Strategy
- Stigma reductionTrusted messenger
- Channel
- Outdoor
- Audience
- General publicGrand Rapids and Kent County residents; Kent County fatal overdose rates are about twice as high among Black residents.
Evidence
NoneUnknown
No evaluation found.
Sponsor (who paid)
- Grand Rapids Red Project NGO, creator
- Michigan opioid settlement funds (distributed by MDHHS) Settlement funded, funder
Credits (who made it)
Not recorded yet.
Related campaigns
Sources
Research notes
US-MI (Grand Rapids, Kent County). Discovered 2026-10-22 for #17. Settlement funding per WOOD TV: 'funded with opioid settlement dollars distributed through the Michigan Department of Health and Human Services, according to Alsum'. Unverified (no page found that credits the agency): the ads are described as Red Project's own 'values-first' marketing; Mesmerize was The Rapid's transit ad sales firm, not the creative agency. Billboards ran from about March 2026; end year assumed from the six-month flight.
Record cases/grand-rapids-naloxone-is.json, updated 2026-10-22· Link to this campaign