▶Videoyoutube.comKnow the Dangers
“Knowing is Power”
Minnesota Department of Human Services awareness campaign and website (knowthedangers.com, US-MN), begun around 2014 on synthetic drugs and widened to prescription opioids, heroin, fentanyl, counterfeit pills and naloxone. It runs stories of people affected, a naloxone finder, a partner toolkit in Spanish, Somali and Hmong, and culturally specific pages; 2023 spots ('All of Us') frame opioid use disorder as a problem that touches everyone.
- Years
- 2014–now
- Country
- United States
- Topic
- DrugsHarm reductionOpioids
- Asks people to
- RecognizeReduce stigmaSeek helpTalk to someone
- Strategy
- Service linkStigma reductionTestimonial
- Channel
- PrintSearchSocial (organic)Social (paid)Website
- Audience
- General publicParentsYoung adultsYouthPages for African American, American Indian, East African, LGBTQIA2+, youth and Greater Minnesota audiences.
Evidence
Self-reportedUnknown
Agency says the site is visited by thousands of people each month; no outcome evaluation found.
Sponsor (who paid)
- Minnesota Department of Human Services (DHS) State local government, funder
- Substance Abuse and Mental Health Services Administration (SAMHSA) Federal government, funder
Credits (who made it)
- Russell Herder Creative, 2014- source
Executions (individual ads)
- All of Us: An Alliterative Social Commentary on Opioids (60 Seconds) 2023 · social-organic · youtube
- All of Us: An Alliterative Social Commentary on Opioids (90 Seconds) 2023 · social-organic · youtube
- All of Us: An Alliterative Social Commentary on Opioids (Full) 2023 · social-organic · youtube
- DHS Opioids: This Is About All Of Us - Nathan Koranda 2018 · social-organic · youtube
- DHS Opioids: Zhagoojitoon (To Overcome) 2018 · social-organic · youtube
- Know the Dangers: Every Batch is a Mystery 2015 · social-organic · youtube
- Know the Dangers Graffiti Wall Awareness 2015 · social-organic · youtube
Sources
Research notes
US-MN. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Russell Herder (agency case study says 'we created knowthedangers.com' and lists research, creative, video, paid advertising, paid social and SEM). Start year inferred from the earliest Wayback capture of knowthedangers.com (Aug 2014) and the 2015 YouTube uploads; the agency says the campaign began on synthetic drugs before moving to opioids. Funding source for paid media in 2021-2026 (SAMHSA grants vs. state or settlement money) not found; no source says settlement money paid for it. Execution years are YouTube upload years from the channel feed. Ad library search: "Know the Dangers", "knowthedangers", "Minnesota Department of Human Services". Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/mn-know-the-dangers.json, updated 2026-10-23· Link to this campaign