▶Videoyoutube.comTexas Targeted Opioid Response (TTOR) public awareness campaign
Also: Be an Everyday Texas Hero: Save a Life with Naloxone · You Have the Power to Prevent Opioid Misuse · TXopioidresponse.org
“Be an Everyday Texas Hero: Save a Life with Naloxone”
Texas Health and Human Services Commission opioid misuse and overdose prevention campaign (US-TX), mandated by HB 3285 (2019) and made with the UT Austin Center for Health Communication, running yearly English and Spanish video PSAs from 2019 to 2024 on prescription opioid misuse, talking with family and friends, fentanyl and carrying naloxone, driving to TXopioidresponse.org.
- Years
- 2019–2024
- Country
- United States
- Budget
- $2.6M in HHSC campaign funding (2019-2024) (UT Center for Health Communication). TTOR is funded by SAMHSA (DSHS school resource guide).
- Topic
- DrugsHarm reductionOpioids
- Asks people to
- Never startRecognizeReduce stigmaTalk to someone
- Strategy
- Self efficacyService linkStigma reduction
- Channel
- Social (paid)TVWebsite
- Audience
- General publicParentsYoung adultsYear 2 families and caregivers; Year 3 young adults; Year 4 fentanyl; Year 5 bystanders who could carry naloxone. English and Spanish.
Evidence
Self-reportedUnknown
Campaign developer's surveys: 32% of surveyed Texans recalled the campaign and 74% of those took action; 309,144 website users (2021-2024) and 25.2 million video views (2019-2024). Message-testing experiment on talking about prescription opioid misuse published (Kemp 2022). No behavioral outcome evaluation found.
Sponsor (who paid)
- Texas Health and Human Services Commission (HHSC), Texas Targeted Opioid Response State local government, funder
Credits (who made it)
Executions (individual ads)
- You Have the Power to Prevent Opioid Misuse social-paid · youtube
- Tienes el Poder de Prevenir el Uso Indebido de Opioides social-paid · youtube
- Preventing Prescription Opioid Misuse Among Young Adults social-paid · youtube
- Prevención del abuso de opioides recetados entre los jóvenes adultos social-paid · youtube
- How to Talk About Prescription Opioid Misuse social-paid · youtube
- Cómo Hablar del Uso Indebido de Opioides Recetados social-paid · youtube
- Talking to Your Friend About Opioid Misuse social-paid · youtube
- Hable con un/a Amigo/a Sobre el Uso Indebido de Opioides con Receta social-paid · youtube
- Talking to Your Parent About Prescription Opioid Misuse social-paid · youtube
- Hable con Su Padre/Madre Sobre el Uso Indebido de Opioides Recetados social-paid · youtube
- Talking to Your Partner About Prescription Opioid Misuse social-paid · youtube
- Hable con Su Pareja Sobre el Consumo de Opioides con Receta social-paid · youtube
- Together, Texans are Tackling the Fentanyl Crisis social-paid · youtube
- Unidos, los texanos hacemos frente a la crisis del fentanilo social-paid · youtube
- Be an Everyday Texas Hero: Save a Life with Naloxone social-paid · youtube
- Be an Everyday Texas Hero: Save a Life with Naloxone (alternate upload) social-paid · youtube
- Conviértete en un héroe cotidiano de Texas: salva una vida con naloxona social-paid · youtube
- Conviértete en un héroe cotidiano de Texas: salva una vida con naloxona (alternate upload) social-paid · youtube
Related campaigns
Sources
- UT Center for Health Communication: Texas Targeted Opioid Response (TTOR) sponsor
- TXopioidresponse.org (HHSC campaign site) sponsor
- Texas School Health Advisory Committee / DSHS: Opioid and Substance Use Prevention Resource for Texas Schools (rev. Oct 2023) reference · 2023
- Kemp D, Mackert M, Li S et al. Talking About Prescription Opioid Misuse: The Effect of Family Communication Patterns and Messages Advocating Direct and Indirect Communication. Health Commun evaluation · 2022 · DOI 10.1080/10410236.2022.2159136 · PMID 36572549
Research notes
US-TX. Campaign site TXopioidresponse.org launched January 2021 (per search result, not confirmed on a fetched page). Year-by-year content from the UT CHC page: Y1 2019-20 animated PSA series (not found online), Y2 2020-21 family/caregiver PSA, Y3 2021-22 young-adult prevention PSA and Community Leader Toolkit, Y4 2022-23 fentanyl update, Y5 2023-24 'Everyday Texas Hero' naloxone video. Channel 'social-paid' for the videos is inferred; the CHC page says 'statewide media campaign'. Credits checked 2026-10-22 against fetched pages: UT Austin Center for Health Communication (its own TTOR page: 'creating, implementing, and evaluating the campaign'). Executions confirmed via oEmbed (TexasHHSC channel), embedded on txopioidresponse.org English and Spanish pages; upload years not shown. Recall/action figures are the developer's own surveys, so evidence is self-reported. 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-texas-targeted-opioid-response-campaign.json, updated 2026-10-23· Link to this campaign