▶Videoyoutube.comPennsylvania Department of Health Naloxone Testimonial Campaign
Pennsylvania Department of Health ad campaign launched June 2022 and extended through August 2023, developed with Vital Strategies, in which five Pennsylvanians affected by substance use (harm reduction advocates and people whose lives naloxone saved) explain why everyone should carry naloxone, countering stigma toward people who use drugs. It ran on TV and radio (Spectrum, WQED, PAB) and digital outlets including Hulu, Pandora, Facebook, Twitter and Reddit.
- Years
- 2022–2023
- Reach
- 76M impressions as reported“the 2023 flight was projected at over 76 million impressions (Vital Strategies).”
- Country
- United States
- Budget
- $700,000 (Ebony, citing the 2022 campaign; search snippet). 2023 flight funded by the CDC Overdose Data to Action cooperative agreement (Vital Strategies).
- Topic
- Harm reductionOpioids
- Asks people to
- Reduce stigmaStart
- Strategy
- Stigma reductionTestimonial
- Channel
- RadioSocial (paid)TV
- Audience
- AdultsGeneral public
Evidence
Self-reportedUnknown
The 2022 flight generated over 24 million impressions; the 2023 flight was projected at over 76 million impressions (Vital Strategies). No outcome evaluation found.
Sponsor (who paid)
- Pennsylvania Department of Health State local government, funder
- CDC Overdose Data to Action cooperative agreement Federal government, funder
Credits (who made it)
- Vital Strategies Creative, 2022-2023 source
Executions (individual ads)
- Harm Reduction from Pennsylvania Roz | PADOH tv · youtube
- Naloxone keeps people alive tv · youtube
- Naloxone Saves Lives | PADOH tv · youtube
- Pennsylvania Harm Reduction Advocate, Liba | PADOH tv · youtube
- Carry Naloxone with you tv · youtube
- Spanish PADOH | Naloxone Prevents overdose tv · youtube
- Naloxone access in Pennsylvania tv · youtube
- PADOH Naloxone saves lives from overdose tv · youtube
- Naloxone saved my life, Liba tv · youtube
- Elvis explains Naloxone tv · youtube
- Keith explains how Naloxone saves lives from overdose tv · youtube
Related campaigns
- Life Unites Us 2020–now
- Fentanyl and Naloxone Awareness (ONDCP and Ad Council) 2023–now
- You Have the Power to Save Lives 2025–now
Sources
- Vital Strategies: As Overdose Deaths Climb to New Highs, New Pennsylvania Campaign Promotes Naloxone Use, Combats Stigma (13 Jun 2022) sponsor · 2022
- Vital Strategies: As overdose crisis continues, Pennsylvania extends innovative campaign to promote naloxone use and combat stigma (27 Mar 2023) sponsor · 2023
- Pennsylvania Department of Health: PDMP Outreach (campaign videos) sponsor
- Ebony: A Philadelphia Ad Campaign for Drug Overdose Medication Hopes to Save Lives news
Research notes
US-PA. Credits checked 2026-10-22 against fetched pages: Vital Strategies ('Campaign materials were developed in collaboration with public health organization Vital Strategies'; the videos are uploaded on Vital Strategies' YouTube channel). Role 'creative' is our label; Vital Strategies is an NGO, not an ad agency, and no production company is named. Budget figure from the Ebony search snippet (not opened). Executions are the 30s and 15s spots embedded on the PA DOH outreach page (upload years not read). The same page also embeds a PDMP 'Be Informed - pa.gov/opioids' teen Rx-misuse spot (hXfyZLADrwE), not included here. Discovered 2026-10-22 for #17. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.
Record cases/pa-doh-naloxone-testimonial-campaign.json, updated 2026-10-23· Link to this campaign