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Let's Talk Fentanyl

“Let's Talk Fentanyl”

New York City Health Department harm reduction campaign launched in December 2021 and relaunched in May 2022 for a broader audience on subways, digital and social media, with a direct mailer on fentanyl and overdose prevention to every NYC residence. Ads told people who use drugs "Don't be ashamed you are using, be empowered that you are using safely," with tips such as starting with a small dose and avoiding using alone; the copy drew criticism from a City Council member.

Years
2021–2022
Country
United States
Budget
Part of an additional $9 million the City committed in 2021 "to raise awareness about fentanyl" (NYC DOHMH, April 2022).
Topic
DrugsHarm reductionOpioids
Asks people to
Reduce stigmaStart
Strategy
Simple instructionStigma reduction
Channel
Direct mailOutdoorSocial (paid)
Audience
Adults
New Yorkers who use drugs.

Evidence

NoneUnknown

No evaluation found.

Sponsor (who paid)

Credits (who made it)

Not recorded yet.

Related campaigns

Sources

  1. NYC DOHMH: Overdose Continues to Rise in NYC as Harm Reduction Programming Scales Up (14 Apr 2022) sponsor · 2022
  2. CBS New York: 'Let's Talk Fentanyl' ad campaign raises eyebrows for some straphangers (27 May 2022) news · 2022

Research notes

US-NY (NYC). Ad copy quoted from Fox News search snippets (not opened); the CBS page confirms the December launch and May relaunch. No agency named. No video spots found online. Discovered 2026-10-22 for #17. Procurement search 2026-10-22: NYC City Record awards (data.cityofnewyork.us dg92-zbpx) show DOHMH's agency-wide media buyer, OpAD Media Solutions / HN Media and Marketing (media buying awards 2010, 2016, 2020, 2022 USD 243.5M, 2026), and a multi-award roster of creative agencies for 'public education and media campaigns' (Bandujo Advertising and Design, Mind4/DCF Advertising, Starfish, Sherry Matthews, Vanguard Direct, DePirro/Garrone; extensions 2023-2026). Possible vendors for 2021-2022: OpAD (media) and one of the roster agencies (creative); no award names this campaign.

Record cases/nyc-lets-talk-fentanyl.json, updated 2026-10-22· Link to this campaign