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Red Road (Montana American Indian opioid campaign)

Also: Red Road/AI Opioids · AI OPI

“Red Road”

Montana DPHHS anti-stigma and naloxone campaign (US-MT) for American Indian communities, around 2022-2023, in which Native Montanans in recovery tell their stories, with shorter spots on fentanyl and Narcan.

Years
2022–2023
Country
United States
Topic
DrugsHarm reductionOpioids
Asks people to
Reduce stigmaSeek helpStart
Strategy
Stigma reductionTestimonialTrusted messenger
Channel
Social (paid)TV
Audience
AdultsGeneral public
American Indian Montanans and tribal communities.

Evidence

NoneUnknown

Agency says the campaign 'seemed to be well-received' (2024 deck); no data.

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. Asher Agency: MT DPHHS Opioids Campaigns creative review and brainstorm (deck, 2024) sponsor · 2024
  2. Montana DPHHS YouTube channel archive

Research notes

US-MT. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Asher Agency lists 'Red Road/American Indian' among its MT opioid campaigns in the 2024 deck on dphhs.mt.gov, citing RO2ApOl03VI, 9YJ1YXidugw, NMIpwmF9y6g and oAgtNKIPdMM. Years from YouTube relative upload dates (approximate). Funding source not stated; not settlement-funded per any source. Tribal partners, if any, not named on pages found.

Record cases/mt-red-road-opioids.json, updated 2026-10-22· Link to this campaign