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Fentanyl Takes All

Also: Fentanyl: All It Takes

“Fentanyl Takes All”

Idaho statewide fentanyl awareness campaign (US-ID) by Governor Brad Little's office with the Idaho State Police and Office of Drug Policy, created by Boise agency Drake Cooper. Launched January 2023 on governor's emergency funds, with a second phase paid from opioid settlement funds; aimed mostly at 12-24-year-olds plus parents, on Instagram, YouTube, Snapchat, streaming, broadcast, billboards and a school/community toolkit.

Years
2023–now
Country
United States
Budget
Phase one: governor's emergency funds (Gov. Little directed $1 million in July 2022 for 'a new large-scale paid media campaign' coordinated by Idaho State Police with ODP); phase two: opioid settlement funds approved by the Legislature in 2023 (amount not stated).
Topic
Opioids
Asks people to
Never startRecognizeTalk to someone
Strategy
Fear appealTestimonial
Channel
OutdoorRadioSearchSocial (paid)TVWebsite
Audience
General publicParentsYoung adultsYouth

Evidence

ProcessUnknown

Governor's office (Aug 2023): ads seen or heard over 60 million times (about 32 per Idahoan), ~80,000 site visits; surveys Nov 2022 vs May 2023 show teens who say they know about fentanyl up 22% and young adults up 20%, talking with friends up 14% (teens) and 12% (young adults). Sponsor-reported pre/post surveys, no comparison group.

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. Office of the Governor of Idaho: Fentanyl Takes All campaign improving awareness on dangers of fentanyl (11 Aug 2023) sponsor · 2023
  2. Larsen B, May M, Schafer E, Hall M. Idaho Department of Health and Welfare Fentanyl Awareness Campaign Evaluation 2023. Boise State University Idaho Policy Institute evaluation · 2023
  3. Fentanyl Takes All campaign site sponsor
  4. Fentanyl Takes All YouTube channel archive

Research notes

US-ID. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Drake Cooper (governor's release calls it 'a Boise-based creative firm' hired for the campaign). Open: the Boise State IPI report evaluates an IDHW Drug Overdose Prevention Program fentanyl campaign run June-December 2022 (reach about 14% of Idahoans per a search snippet); whether that is an early Fentanyl Takes All wave or a separate IDHW campaign was not confirmed. Site still live 2026-10-22 with new 'Pause because fentanyl doesn't play' copy, so endYear left open; KTVB reported 2026 billboards showing fentanyl victims (not confirmed as this campaign). Executions: the campaign YouTube channel plus two shorts found by search; years from relative dates. Check the numbers: '60 million times' is the sponsor's figure. Ad library search: "Fentanyl Takes All", "Drake Cooper". Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/id-fentanyl-takes-all.json, updated 2026-10-23· Link to this campaign