Real Deal on Fentanyl

Research notes

Described as part one of a broader Ad Council overdose prevention effort; Shatterproof served as issue advisor. Credits checked 2026-10-22 against fetched pages: JOAN (The Stable, 19 Oct 2022: Joan Creative worked pro bono on the campaign); JOAN Studios and Second Chance Studios (Ad Council release of 18 Oct 2022 on shatterproof.org: 'Developed pro bono by creative agency JOAN and produced by JOAN Studios'; Second Chance Studios and JOAN 'worked hand-in-hand with these former drug dealers to develop classroom-style lessons', and one on-screen educator is a Second Chance Studios member). Corrected 2026-10-22: added JOAN Studios as production; Second Chance Studios role changed from production to creative (content co-development). Later phases (naloxone, parents) may warrant separate records. Credits checked 2026-10-22 against fetched pages (Ad Council release on shatterproof.org/press/...): Viget and Good Works, Inc. developed the campaign website; SXM Media's Studio Resonate developed audio PSAs for donated media; Snap added AR lenses, filters and stickers and $1 million in ad credits (Snap, Oct 2022). Media partners named: CSMG/EsportsU, Reddit and Reddit's KarmaLab, Snap, SXM Media, TikTok, Twitter, VICE Media Group. The launch PSA linked in the release (youtu.be/JcAT6x8tY1I) is no longer available on YouTube (oEmbed returns not found, 2026-10-22), and no other copies were found. The Meta-funded parent phase is filed separately as ad-council-drop-the-f-bomb. Evaluation links reviewed 2026-10-22: Fernandez 2023 studies Illinois's A Dose of Truth, moved to il-a-dose-of-truth; Shi 2025 set to reference (general fentanyl message survey). Site status 2026-10-22: redirects (realdealonfentanyl.com now goes to the generic adcouncil.org/our-causes page; campaign content retired); Wayback copy: https://web.archive.org/web/20230609013627/https://realdealonfentanyl.com/lessons. Links (#82) checked 2026-10-23: Ad Council pages from the Wayback Machine (adcouncil.org's old campaign pages), the Our History timeline or its case studies; dead campaign sites point to a Wayback copy from the campaign years.