kobi5.comIf Not Now, When?
“If not now, when?”
Opioid and prescription-drug prevention campaign in southern Oregon (US-OR) run with local NBC station KOBI-TV/NBC5 and paid for with opioid settlement money by Jackson County, Josephine County and the cities of Medford and Grants Pass. TV spots, banner ads and Facebook, Instagram and YouTube posts cover counterfeit pills, safe storage and disposal, overdose signs and naloxone, and urge parents to talk to their kids.
- Years
- 2023–now
- Reach
- 17.8M impressions as reported“Jackson County (OHA FY2024-25 settlement report): 'approximately 17,828,000 impressions' from July 1, 2024 through June 30, 2025.”
- Country
- United States
- Budget
- Opioid settlement payments to KOBI reported to OHA: FY2022-23 Jackson County $21,000 ('Contracted with local NBC station in collaboration with Josephine County for the "If not now, when?" Campaign'), Medford $30,000, Josephine County $28,000; FY2023-24 Medford $35,000, Josephine County $84,698, Grants Pass $9,280.74; FY2024-25 Jackson County $54,000, Josephine County $99,000 ('Year long media campaign'), Grants Pass $30,000. About $391,000 over three fiscal years (sum of the lines above).
- Topic
- DrugsHarm reductionOpioids
- Asks people to
- Never startRecognizeStartTalk to someone
- Strategy
- Self efficacySimple instruction
- Channel
- Social (paid)TVWebsite
- Audience
- General publicParentsYouthKOBI-TV/NBC5 and KOTI-TV/NBC2 viewing area: Jackson and Josephine counties and the rest of southern Oregon and northern California. Messages for youth, their families and the wider community.
Evidence
Self-reportedUnknown
Jackson County (OHA FY2024-25 settlement report): 'approximately 17,828,000 impressions' from July 1, 2024 through June 30, 2025. KOBI reports Northwest Emmy nominations for Community Outreach (an Emmy Citation nomination announced April 2024 and a nomination announced April 2025). No behavior or overdose outcome measured.
Sponsor (who paid)
- Jackson County Public Health (Jackson County Health and Human Services) State local government, funder
- Josephine County Prevention Team State local government, funder
- City of Medford State local government, funder (FY2022-23, FY2023-24)
- City of Grants Pass State local government, funder (FY2023-24, FY2024-25)
- Oregon opioid settlement funds (Jackson County, Josephine County, Medford and Grants Pass shares) Settlement funded, funder
Credits (who made it)
- KOBI-TV/NBC5 Creative, 2023-2025 source
- KOBI-TV/NBC5 Media, 2023-2025 source
Executions (individual ads)
- If Not Now, When? – Seeker 2024 · tv · sponsor-site
- If Not Now, When? – What's in your bag? 2024 · tv · sponsor-site
- If Not Now, When? – Voicemail 2024 · tv · sponsor-site
- If Not Now, When? – Get The Conversation Started 2025 · tv · sponsor-site
- If Not Now, When? – Be There 2025 · tv · sponsor-site
- If Not Now, When? – Two Pills 2025 · tv · sponsor-site
- If Not Now, When? – Make Dinner Count 2025 · tv · sponsor-site
- If Not Now, When? – Family Dinner Good Habits 2025 · tv · sponsor-site
- If Not Now? – Activities 2025 · tv · sponsor-site
- If Not Now, When? – Honest Conversations 2025 · tv · sponsor-site
Related campaigns
- Fentanyl Aware (Oregon) 2023–now
- One Pill Can Kill 2021–now
Sources
- Oregon Health Authority / DOJ: Opioid settlement report FY2022-23 (Jackson County, Medford, Josephine County) sponsor · 2023
- Oregon Health Authority / DOJ: Opioid settlement spending report FY2023-24 (Medford, Josephine County, Grants Pass) sponsor · 2024
- Oregon Health Authority / DOJ: Opioid settlement spending report FY2024-25 (Jackson County narrative and spending, Josephine County, Grants Pass) sponsor · 2025
- KOBI-TV/NBC5: If Not Now, When? campaign page archive
- KOBI-TV/NBC5 Honored with 2023 Emmy Citation Nomination (April 25, 2024) news · 2024
- "If Not Now, When?" Opioid Awareness Initiative Earns Northwest Emmy Nomination (KOBI-TV/NBC5 release, April 24, 2025) news · 2025
Research notes
US-OR (Jackson and Josephine counties, Medford, Grants Pass). Discovered 2026-10-22 for #17 (local campaigns pass; method: settlement-report). Opened 2026-10-22: the three OHA settlement reports (PDF text: every KOBI line quoted in budget), KOBI's campaign hub page and the two Emmy releases. KOBI is both the vendor and the station: the April 2024 release names Jackson County Health Department, Josephine County Prevention Treatment Services Team and the cities of Medford, Grants Pass and Central Point as partners (Central Point shows no KOBI payment in the reports read), and the hub page carries Jackson County and Josephine County logos. KOBI credited as creative and media because the FY25 report says Jackson County Public Health, KOBI-TV and Josephine County 'collaborated to develop and implement' the campaign and KOBI ran the TV, banner and social ads. Executions are the spot pages on KOBI's co-branded campaign hub (archiveSource sponsor-site is approximate: the station hosts them); the hub mixes news stories with spots, and only the 'If Not Now, When? – …' items are listed; page 'Two Pills' shows a video player but no external video URL. Start year 2023 is approximate: first payments fall in FY2022-23 (July 2022-June 2023). Recent hub items (2026: vaping, nicotine pouches) suggest it continues and broadened beyond opioids. Numbers to check before reuse: 17,828,000 impressions is the county/station figure; Emmy wins not confirmed (nominations only). Medford FY2024-25 and Jackson County FY2023-24 KOBI payments not found in the reports.
Record cases/jackson-josephine-if-not-now-when.json, updated 2026-10-22· Link to this campaign