▶Videoyoutube.comYou Never Know
“You Never Know”
Johnson County, Kansas (US-KS) fentanyl awareness campaign for 13-25-year-olds launched in 2024 by Keepin' Clean for Coop (founded by Libby Davis after her son Cooper died of fentanyl poisoning), Johnson County Mental Health Center and the Johnson County Prevention and Recovery Coalition, made by local agency Overflow. Runs on TikTok, YouTube, Instagram, Hulu, billboards and T-shirts, with later spots on naloxone, the 'new drug landscape' and 988; part-funded by county opioid settlement money.
- Years
- 2024–now
- Country
- United States
- Topic
- Harm reductionMental healthOpioids
- Asks people to
- Never startStart
- Strategy
- Fear appealSocial normsTrusted messenger
- Channel
- OutdoorSocial (paid)TVWebsite
- Audience
- Young adultsYouth
Evidence
Self-reportedUnknown
KSHB (Sept 2024): 4.5 million views on TikTok, YouTube and Instagram; over 400,000 completed views of the PSA on Hulu.
Sponsor (who paid)
- Johnson County Mental Health Center / Johnson County Prevention and Recovery Coalition State local government, funder
- Keepin' Clean for Coop NGO, funder
- Johnson County opioid settlement funds (approved by the Board of County Commissioners) Settlement funded, funder
Credits (who made it)
Executions (individual ads)
- Mental Health 988 | You Never Know 2026 · social-paid · youtube
- You Never Know | Short PSA 2026 2026 · social-paid · youtube
- Harm Prevention: Naloxone Saves Lives 2026 · social-paid · youtube
- You Need to Know About Fentanyl 2025 · social-paid · youtube
- You Need to Know about Fentanyl | You Never Know 2025 · social-paid · youtube
- The New Drug Landscape | You Never Know 2025 · social-paid · youtube
- The New Drug Landscape | You Never Know (second cut) 2025 · social-paid · youtube
- Overdose Harm Prevention | You Never Know 2025 · social-paid · youtube
- Fentanyl Poisoning Prevention | You Never Know 2025 · social-paid · youtube
- You Never Know PSA 2024 · social-paid · youtube
- You Never Know: Fentanyl is Risky 2024 · social-paid · youtube
- You Never Know: Pressure to Perform 2024 · social-paid · youtube
- You Never Know: Fentanyl Awareness 2024 · social-paid · youtube
- #YouNeverKnow 2024 · social-paid · youtube
- You Never Know: Mental Health and Self-Medication 2024 · social-paid · youtube
- You Never Know: Most Peers Aren't Taking Pills 2024 · social-paid · youtube
Related campaigns
- One Pill Can Kill 2021–now
- Fentanyl Kills (Kansas Attorney General) 2023–now
Sources
Research notes
US-KS (Johnson County). Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Overflow ('a local media agency', KSHB). Check the numbers: '64% of young people between the ages of 13-25 had no idea about fentanyl' (as of 2022) is quoted without a source. Settlement amount not found. Executions: campaign channel (9) and Johnson County Mental Health Center uploads (7); years from YouTube relative dates. Still active 2026 (2026 PSA). Ad library search: "You Never Know", "Keepin' Clean for Coop", "Johnson County Mental Health". Campaign site https://www.youneverknowjoco.org/ live 2026-10-22. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/johnson-county-you-never-know.json, updated 2026-10-23· Link to this campaign