deadlydoseva.comRichmond Youth Prevention Campaign
Also: Youth Prevention Campaign (City of Richmond)
City of Richmond (US-VA) youth opioid and fentanyl prevention campaign paid for with an $85,000 Virginia Opioid Abatement Authority grant. Instead of hiring a marketing firm, the city put $80,000 into extra local media buys of the state's existing Deadly Dose VA campaign through a government-to-government agreement with the Virginia Foundation for Healthy Youth, plus $5,000 for print, planned to run January to June 2025.
- Years
- 2025
- Country
- United States
- Budget
- $85,000 OAA Individual Distribution award (FY2025): amended Feb 2025 to '$80,000 ... to the Virginia Foundation for Healthy Youth (VFHY) to utilize their existing media prevention campaign Deadly Dose VA media buys and the remaining $5,000 toward print materials'. Original budget: $30,000 media buys, $30,000 marketing consulting and campaign design, $5,000 graphic design, $5,000 youth incentives, $15,000 print.
- Topic
- DrugsOpioids
- Asks people to
- Never startRecognize
- Strategy
- Fear appeal
- Channel
- PrintSocial (paid)
- Audience
- Youth
Evidence
NoneUnknown
The OAA amendment planned a mid-campaign evaluation in March 2025 and a final evaluation in June 2025; no results found. Stated objective: increase the number of youth who understand the dangers of opioids and reduce the number who knowingly or unknowingly use them, particularly fentanyl.
Sponsor (who paid)
- City of Richmond (opioid response coordination) State local government, funder
- Virginia opioid settlement funds (Opioid Abatement Authority individual distribution, City of Richmond) Settlement funded, funder
- Virginia Foundation for Healthy Youth State local government, creator
Credits (who made it)
Not recorded yet.
Related campaigns
- Deadly Dose 2024–now
- It Only Takes One 2024–now
- One Pill Can Kill – Virginia 2022–now
- Teen to Teen Social Media Campaign and Outreach Initiative 2026–now
- Become Unskippable 2024–now
Sources
Research notes
US-VA (City of Richmond). Discovered 2026-10-22 for #17 (local campaigns pass; method: contract-record). Opened 2026-10-22: OAA Grants Committee agenda of 21 Feb 2025 (contact: policy advisor for opioid response coordination; amendment recommended for approval; originally approved by OAA in July 2024, funds deposited 18 Dec 2024; the change dropped a marketing consulting firm, graphic design and youth incentives so the campaign could launch in January 2025 and run through June 2025) and the OAA awards list (Richmond City, 'Youth Prevention Campaign' $85,000). This is a local media buy of the statewide VFHY Deadly Dose campaign (case va-deadly-dose), not new creative; channels assumed to follow Deadly Dose (vertical social video) plus the $5,000 print, not confirmed for Richmond. Not verified: that the buys ran, the actual dates, and any evaluation results. The OAA $22.7M annual awards announcement listed in the research row was not opened. startYear 2025 is the planned launch; the grant was approved in 2024.
Record cases/richmond-va-youth-prevention-campaign.json, updated 2026-10-22· Link to this campaign