BetaHCF Case Studies Library is in beta. We're still adding campaigns and fixing things.
HCF Case Studies Library

← All campaigns · Open in the library

hennepincounty.gov

Right Now for Radical Futures

“To end the opioid crisis, we need community right now for radical futures”

Hennepin County (Minneapolis, US-MN) opioid campaign for Black residents, developed by the county's opioid response communications team with the agency Blackbird Revolt after focus groups, running on billboards, transit, social media, radio and print from September 2025 to June 2026. It asks for compassion and an end to stigma and points to culturally relevant treatment and recovery services; it is one of several county opioid communications campaigns, separate from the Sheriff's Focus on Fentanyl.

Years
2025–2026
Country
United States
Budget
Not reported for this campaign. Funded from an MDH African American communications grant ($400,000 over 4 years, per the county's December 2025 municipalities briefing). Separately, Hennepin County reported opioid settlement spending of $114,727 (CY2024) and $277,841.59 (CY2025) for its Communications department's 'fentanyl and opioid risk education campaigns' (Minnesota MMB OERAC data); that line is not attributed to this campaign.
Topic
DrugsOpioids
Asks people to
Reduce stigmaSeek help
Strategy
Service linkStigma reductionTrusted messenger
Channel
OutdoorPrintRadioSocial (paid)Website
Audience
AdultsGeneral public
Black/African American residents of Hennepin County.

Evidence

NoneUnknown

No reach or outcome figures reported for this campaign. Developed from 3 focus groups with 25 participants. For the county's settlement-funded communications line overall, the CY2025 MMB record says 'One campaign has been seen or heard over 52 million times and over 15 thousand clicks were directed to the campaign webpage' without naming the campaign.

Sponsor (who paid)

Credits (who made it)

Related campaigns

Sources

  1. Hennepin County: Right Now for Radical Futures (campaign page) sponsor
  2. Hennepin County Opioid Response: Overview for Municipalities (17 Dec 2025, slides 18 and 36-40) sponsor · 2025
  3. Minnesota Management and Budget: OERAC accessible download data (opioid settlement spending by cities and counties, xlsx) reference
  4. Hennepin County opioid response page sponsor

Research notes

US-MN (Hennepin County). Discovered 2026-10-22 for #17 (local campaigns pass; method: settlement-report). The research row was a settlement spending line, not a named campaign: MMB data (opened 2026-10-22) has Hennepin County 'Communications department to create development and disbursement of fentanyl and opioid risk education campaign' ($114,727, 2024) and 'Development and disbursement of fentanyl and opioid risk education campaigns' ($277,841.59, 2025, populations American Indian and African American; outcome: one campaign seen or heard over 52 million times, 15 thousand clicks). The county's 17 Dec 2025 municipalities briefing (opened) lists three 'Communications Campaign' slides: (1) Right Now for Radical Futures, funding 'MDH grant - African American resident communications', ad agency Blackbird Revolt, focus groups of 25 participants in 3 sessions, billboards/transit/social/radio/print, September 2025 - June 2026, hennepin.us/right-now; (2) two Ad Council campaigns placed locally, Real Deal on Fentanyl and Drop the F* Bomb, $72,000, April 2024 - April 2025, 14 million views, 48k clicks (these are executions of the existing national cases real-deal-on-fentanyl and ad-council-drop-the-f-bomb, so no separate case); (3) Indigenous People's Task Force: 15 Native youth interns, 11 bus shelters and bus wraps, cultural resiliency theme (a DOJ COSSUP grant contract per slide 18; too thin for its own case). This case takes Right Now for Radical Futures because it is the named county-made campaign. Not established: which campaign the MMB '52 million' figure refers to, and whether any settlement money went into Right Now for Radical Futures (the slide names only the MDH grant). Campaign page (opened) shows three images with taglines including 'nobody wakes up and chooses to be an addict' and lists treatment providers, county clinics and Black-led recovery organizations; no ad files or videos linked. Blackbird Revolt has no agency file. A separate 2025 settlement line paid the Minnesota Spokesman-Recorder for sponsored stories to BIPOC communities ($44,928.67) and is not part of this case.

Record cases/hennepin-county-right-now-for-radical-futures.json, updated 2026-10-22· Link to this campaign