▶Videoyoutube.comLaced & Lethal
“Laced & Lethal”
King County (Seattle, US-WA) fentanyl overdose prevention campaign launched March 2021 by the Department of Community and Human Services' Behavioral Health and Recovery Division and Public Health - Seattle & King County, first for teens 14-18 and later for adults, teaching that pills and powders may be laced with fentanyl and urging people to carry naloxone (free through Kelley-Ross pharmacies), test drugs and not use alone. Social ads, a multilingual website and a partner toolkit; 2024 spots targeted cocaine users. Now listed by the county as a past campaign.
- Years
- 2021–now
- Country
- United States
- Topic
- DrugsHarm reductionOpioids
- Asks people to
- RecognizeStart
- Strategy
- Self efficacySimple instructionTestimonial
- Channel
- PrintSocial (paid)Website
- Audience
- AdultsYoung adultsYouthKing County teens 14-18 (2021 launch), then adults; 2024 spots aimed at people who use cocaine. Site in English, Spanish, Vietnamese, Somali and Russian.
Evidence
NoneUnknown
Formative research by Rescue with teens 14-19 found they trusted their sources and did not see themselves at risk. No outcome evaluation found.
Sponsor (who paid)
- King County Department of Community and Human Services, Behavioral Health and Recovery Division (MIDD Behavioral Health Sales Tax Fund) State local government, primary funder
- Public Health - Seattle & King County State local government, co-sponsor (CDC grant funds)
Credits (who made it)
- Rescue | The Behavior Change Agency Creative, 2021- source
Executions (individual ads)
- Meet Myles 2021 · social-paid · youtube
- Carry the Essentials 2021 · social-paid · youtube
- Bring Naloxone Everywhere You Go (:30) 2022 · social-paid · youtube
- Bring Naloxone Everywhere Drugs Are Around (:15) 2022 · social-paid · youtube
- Normalize Naloxone 2022 · social-paid · youtube
- Have a Backup Plan If You Take Drugs Alone (:30) 2022 · social-paid · youtube
- Backup Plans Can Help Someone Overdosing Alone (:15) 2022 · social-paid · youtube
- Before the Bump Test Coke for Fentanyl (:30) 2024 · social-paid · youtube
- Coke Has Changed in the Seattle Area (:15) 2024 · social-paid · youtube
Related campaigns
- Talk Even If 2022–now
- Don't Count Us Out 2022–now
- Fentanyl Facts: Be aware. Take care. 2023–now
- Friends for Life 2023–now
Sources
- HIPRC: King County launches youth fentanyl overdose prevention campaign (Mar 26, 2021) news · 2021
- Rescue: Laced & Lethal: Reducing fentanyl-related fatal overdoses (Sept 21, 2021) archive · 2021
- Rescue webinar: Laced and Lethal King County (toolkit) archive
- Laced & Lethal campaign site sponsor
- King County: Overdose prevention past campaigns sponsor
Research notes
US-WA (King County / Seattle). Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: HIPRC launch post says the campaign "was developed in partnership with Rescue | The Behavior Change Agency"; Rescue's blog and webinar page describe developing it with King County. Funding per HIPRC: King County MIDD Behavioral Health and Recovery Fund and Public Health - Seattle & King County via a CDC grant, plus Mercer Island Youth and Family Services; no settlement money shown. Execution years are YouTube publish dates. Ad library search: "Laced & Lethal", "King County". lacedandlethal.com (fetched 2026-10-22) promotes the Brave App (Brave Technology Coop, https://www.thebraveapp.com/; store listing not confirmed).
Record cases/king-county-laced-and-lethal.json, updated 2026-10-22· Link to this campaign