Let's Be Clear (formerly Avoid Opioid SD)

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Also: Avoid Opioid SD · Avoid Opioid

“Let's Be Clear”

South Dakota Department of Social Services and Department of Health opioid and substance-use campaign (US-SD), launched June 2018 as Avoid Opioid SD (TV testimonials, website, social media) and rebranded in fall 2024 as Let's Be Clear, adding stigma, fentanyl, naloxone and lock-box messaging and Moments of Clarity recovery stories.

Years: 2018–now
Country: United States
Topic: Drugs Harm reduction Opioids
Asks people to: Recognize Reduce stigma Seek help Start
Strategy: Service link Stigma reduction Testimonial
Channel: Clinical setting Radio Social (organic)Social (paid)TV Website
Audience: Adults General public Young adults Youth
American Indian youth and adults (GoodHealthTV placements in schools and clinics, 2018-19); 2024 research flagged Native Americans and under-25s as priority audiences

Evidence

NoneUnknown

Sponsor (who paid)

South Dakota Department of Social Services, Division of Behavioral Health State local government, funder
South Dakota Department of Health State local government, funder

Credits (who made it)

Hot Pink, Ink. Creative, 2018-2019 source
KAT Marketing and GoodHealthTV Media, 2018-2019 source
Lawrence & Schiller Creative, 2024- source

Executions (individual ads)

Let's Be Clear | Seeing Clearly 2024 · tv · youtube
Let's Be Clear | It's Good to Be Clear 2024 · tv · youtube
Matt's Moment of Clarity 2025 · social-paid · youtube
Dr. Mo's Moment of Clarity 2025 · social-paid · youtube
Ronald's Moment of Clarity 2025 · social-paid · youtube
How Stigma Holds Us Back 2025 · social-paid · youtube
Myths & Misconceptions About Drug Use 2025 · social-paid · youtube
What is Stigma? 2025 · social-paid · youtube
Talking To Your Kids About Drugs 2025 · social-paid · youtube
Change Starts with Compassion 2026 · social-paid · youtube
Life gets heavy. But drugs aren't the answer. (short) 2026 · social-paid · youtube
Prevention looks different for everyone. (short) 2026 · social-paid · youtube
It's a Fact - Naloxone Saves Lives 2022 · tv · youtube
David: These drugs don't discriminate. (extended, 2022 upload) 2022 · tv · youtube
Overdose Prevention 2021 · social-paid · youtube
Overdose Symptoms 2021 · social-paid · youtube
Who's At Risk? 2021 · social-paid · youtube
Lucas Lock Box 2021 · tv · youtube
Understanding Addiction - David 2021 · tv · youtube
Care Coordination Awareness 2020 · tv · youtube
Lucas - Care Coordination 2020 · tv · youtube
Melanie - Care Coordination 2020 · tv · youtube
David: These drugs don't discriminate. 2019 · tv · youtube
Melanie: This doesn't happen to me. (extended) 2019 · tv · youtube
Let's Be Clear website (avoidopioidsd.com redirects here) website · sponsor-site

Sources

SD DSS: Public Awareness slick sheet (Avoid Opioid, 2019) sponsor · 2019
SD Opioid Abuse Advisory Committee, minutes 24 Aug 2022 (Wayback copy) sponsor · 2022
SD Opioid Abuse Advisory Committee slides, 29 Aug 2024: Avoid Opioid brand transition (Lawrence & Schiller) (Wayback copy) sponsor · 2024
KTIV: South Dakota DSS, Dept. of Health raising awareness for Avoid Opioid campaign (Sep 2022) news · 2022
Let's Be Clear: About sponsor
Let's Be Clear SD YouTube channel archive

Research notes

US-SD. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Hot Pink, Ink. and KAT Marketing/GoodHealthTV (2019 DSS slick sheet lists them as key partners; roles inferred: GoodHealthTV aired testimonials in schools and clinics), Lawrence & Schiller (Aug 2024 advisory committee agenda item "Avoid Opioid SD and Let's Be Clear - Public Awareness Campaign Update (Lawrence & Schiller)"; slides marked Confidential (c) Lawrence & Schiller describe the fall-2024 brand transition, research, creative production, paid media and organic social). Agency for 2020-2023 work not confirmed. Funding: SAMHSA grant (2019 slick sheet), CDC OD2A (2022 minutes: AvoidOpioid website, social media, radio and TV run through OD2A funds); no settlement funding found. Executions: the Let's Be Clear SD channel's videos (2019-2020 spots kept for history; years from upload dates).

Record cases/sd-lets-be-clear.json, updated 2026-10-22· Link to this campaign