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Minneapolis zip-code-targeted opioid misuse media campaign

City of Minneapolis (US-MN) Health Department media campaign on opioid misuse, paid for with opioid settlement funds and run by Russell Herder in 2024-2025, aimed at specific zip codes through mainly digital and social platforms. The city reported 779,183 ad views in 2024; in 2025 it added human trafficking messages, naloxone stickers, posters and partner toolkits.

Years
2024–2025
Country
United States
Budget
$64,243 (2024) + $61,535 (2025) opioid settlement spending, 'Public media campaign' (Minnesota MMB OERAC city/county settlement data)
Topic
DrugsHarm reductionOpioids
Asks people to
Never startStart
Strategy
Simple instruction
Channel
PrintSocial (paid)
Audience
AdultsYouth
Residents of selected Minneapolis zip codes. Populations listed in the spending records: youth, American Indian, African or African American (2024); plus pregnant and postpartum women and East African (2025).

Evidence

Self-reportedUnknown

City-reported outputs (MMB data): 2024, 779,183 ad views and 390 Snapchat engagements. 2025, 3 educational materials created, 21,946 materials distributed, 978 human trafficking posters, 20,925 stickers with naloxone public health messaging, 43 toolkits to 9 partner organizations.

Sponsor (who paid)

Credits (who made it)

Related campaigns

Sources

  1. Minnesota Management and Budget: OERAC accessible download data (opioid settlement spending by cities and counties, xlsx; Minneapolis rows for 2024 and 2025) reference
  2. Minnesota Management and Budget: opioid settlement spending dashboard reference

Research notes

US-MN (City of Minneapolis). Discovered 2026-10-22 for #17 (local campaigns pass; method: settlement-report). Opened 2026-10-22: MMB xlsx rows 'Minneapolis' 2024 ($64,243; 'Russell Herder will conduct a hyper-focused designed media campaign around opioid misuse targeting specific zip codes using primarily digital and social platforms'; outcome '779,183 ad views; 390 Snapchat engagements') and 2025 ($61,535; same description plus 'and human trafficking'; outcomes as in findings). The dashboard page is cited as the published front end of that file and was not opened separately. No campaign name, landing page, ads or city contract found: searches of minneapolismn.gov and news returned nothing on it, and the Minneapolis opioid page URL tried returned 404. Do not confuse with the Minnesota Department of Health's Russell Herder contract (SWIFT 230876, $207,000, CDC funds, May-Aug 2023, 'Strategic Communication Campaign' expanding Know the Dangers), which is state work (mn-know-the-dangers). Credit role 'media' because the record describes buying a targeted digital/social campaign; whether Russell Herder also made new creative or reused Know the Dangers assets is not stated. Check before reuse: 'ad views' is the city's own metric (impressions vs. video views not defined). The 2025 human trafficking messaging is outside opioids. Separate, smaller Minneapolis line: Steve's Law naloxone education ($10,577.11, 2023), not part of this case.

Record cases/minneapolis-zip-code-opioid-digital-campaign.json, updated 2026-10-22· Link to this campaign