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One Pill Kills (Texas)

Also: #OnePillKills · Anti-Fentanyl Poisoning PSA

“One Pill Kills”

Texas Governor's office and Texas Health and Human Services Commission fentanyl campaign (US-TX) launched in fall 2022 and expanded in April 2023 into a $10 million statewide multimedia initiative teaching Texans to prevent, recognize and reverse fentanyl poisonings, with parent-testimonial PSAs, billboards, Spanish radio, social media and DPS driver-license-office PSAs.

Years
2022–2025
Reach
1.5B impressions as reported
“Governor's office: over 1.5 billion impressions from September 2023 to October 2024, "nearly double the projected amount".”
Country
United States
Budget
"$10 million multimedia awareness initiative" through HHSC (April 2023), paid from "federal funding that they received" (Texas Standard); "an additional $2.5 million to continue the campaign into FY 2025" (October 2024).
Topic
DrugsHarm reductionOpioids
Asks people to
Never startRecognizeTalk to someone
Strategy
Fear appealSimple instructionTestimonial
Channel
EventsOutdoorRadioSchoolSocial (paid)TVWebsite
Audience
General publicParentsYoung adultsYouth
Youth, parents, adults and educators statewide, with emphasis on high school and college students and 19 counties with the most fentanyl deaths (incl. Harris, Dallas, Tarrant, Bexar, Travis, El Paso).

Evidence

Self-reportedUnknown

Governor's office: over 1.5 billion impressions from September 2023 to October 2024, "nearly double the projected amount". No independent evaluation found.

Sponsor (who paid)

Credits (who made it)

  • UT Health Science Center at San Antonio Creative, 2023 source

Executions (individual ads)

Related campaigns

Sources

  1. Governor Abbott Announces Statewide Initiatives To Fight Fentanyl Crisis (6 Apr 2023) sponsor · 2023
  2. Texas' "One Pill Kills" Multimedia Campaign Garners Over 1.5 Billion Impressions (10 Oct 2024) sponsor · 2024
  3. Governor Abbott, Texas College Football Coaches Unveil New One Pill Kills Video (4 Oct 2024) sponsor · 2024
  4. Texas DPS: Fentanyl: One pill kills sponsor
  5. Texas HHS: Fentanyl: One Pill Kills resources sponsor
  6. Texas Standard: Gov. Abbott launches $10 million campaign targeting fentanyl crisis in Texas (11 Apr 2023) news · 2023

Research notes

US-TX. State brand distinct from DEA's national 'One Pill Can Kill'. Governor launched the campaign in fall 2022 (DPS page: Sept 2022 directive to state agencies); HHSC paid multimedia run Sept 2023 to Aug 2025; TWC, TEA and TABC also published One Pill Kills materials. Naloxone sent to all 254 counties was paid from opioid settlement funds per Texas Standard, but the ads were federally funded, so no settlement sponsor entry. Credits checked 2026-10-22 against fetched pages: UT Health San Antonio (Governor release 6 Apr 2023: HHSC 'worked with' it 'to create the multimedia initiative'; role recorded as creative, exact role not stated). Unverified (no page found that credits the agency): the advertising/media-buying vendor; check Texas Comptroller contract search for HHSC 2023. Executions: TexasHHSC and Texas DPS YouTube uploads confirmed via oEmbed; years not shown except the Oct 2024 coaches video. onepillkillstx.com now redirects to the HHSC page. 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/tx-one-pill-kills.json, updated 2026-10-23· Link to this campaign