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One Pill Can Kill (Mississippi Attorney General)

Also: AG Fitch One Pill Can Kill

“One Pill Can Kill”

Mississippi Attorney General Lynn Fitch's fentanyl awareness campaign (US-MS), launched October 2023 on college campuses, that pairs a video and family testimonials with free Fentanyl Harm Prevention Kits (test strips, disposal bag, pill ID card), naloxone training and, from 2024, wall-mounted Emergency Overdose Boxes.

Years
2023–now
Country
United States
Topic
DrugsHarm reductionOpioids
Asks people to
Never startRecognizeStart
Strategy
Fear appealSimple instructionTestimonial
Channel
EventsSchoolSocial (organic)Website
Audience
General publicParentsYoung adultsYouth
College and university students first (Ole Miss, Mississippi State, USM, Alcorn State), then law enforcement, community mental health centers and city partners such as Jackson (Sept 2025).

Evidence

Self-reportedUnknown

The AG's office attributes a 39% drop in Mississippi overdose deaths since launch 'largely' to wider naloxone and test-strip access (Sept 2025 release); no independent evaluation.

Sponsor (who paid)

Credits (who made it)

Not recorded yet.

Executions (individual ads)

Related campaigns

Sources

  1. Attorney General Lynn Fitch: One Pill Can Kill sponsor
  2. DeSoto County News: 'One Pill Can Kill' awareness campaign announced (Oct 2023) news · 2023
  3. AG Fitch and Mayor Horhn Partner to Fight Fentanyl in Jackson (press release, Sept 22, 2025) sponsor · 2025
  4. Mississippi Today (via Star Herald): Attorney General, Jackson mayor bemoan fentanyl crisis (Sept 2025) news · 2025

Research notes

US-MS. Discovered 2026-10-22 for #17. Not settlement-funded: Mississippi Today (Sept 2025) describes it as 'a public awareness effort not funded by opioid settlement money'. Unverified (no page found that credits the agency): no creative or media agency named on any page found. Video years from YouTube metadata; Byerley Family upload date not retrieved. Includes Jackson (Hinds County) distribution of 50 Emergency Overdose Boxes and 2,000 kits in Sept 2025 (no separate Jackson or Hinds County campaign found). Distinct from the federal DEA campaign of the same name. Ad library search: "One Pill Can Kill" "Lynn Fitch".

Record cases/ms-one-pill-can-kill.json, updated 2026-10-22· Link to this campaign