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It Only Takes One

“It Only Takes One”

Virginia Department of Health fentanyl awareness campaign (US-VA) launched January 2024 as a six-month Roanoke pilot with First Lady Suzanne Youngkin, the Virginia Foundation for Healthy Youth and the Attorney General's One Pill Can Kill, urging parents and caregivers to talk with young people about counterfeit pills, sign a pledge and get REVIVE! naloxone training; expanded statewide from fall 2024 with a Fentanyl Family Ambassadors program and family testimonial videos.

Years
2024–now
Country
United States
Topic
DrugsHarm reductionOpioids
Asks people to
Never startStartTalk to someone
Strategy
Simple instructionTestimonialTrusted messenger
Channel
EventsSocial (organic)Social (paid)TVWebsite
Audience
ParentsYouth
Adults with a teen or child in their lives; Roanoke pilot (2024), then statewide.

Evidence

Self-reportedUnknown

Sponsor-reported pilot results (Roanoke, 2024): teens who saw the ads were 32% more familiar with fentanyl, 46% more aware a single pill can kill and 24% more likely to know fentanyl is found in illegal drugs; more than 600 Roanoke adults signed the pledge (WDBJ7). Survey design not published.

Sponsor (who paid)

Credits (who made it)

Not recorded yet.

Executions (individual ads)

Related campaigns

Sources

  1. It Only Takes One: About sponsor · 2026
  2. WSLS: 'It Only Takes One:' New campaign launches in Roanoke to combat opioid crisis news · 2024
  3. WDBJ7: 'It Only Takes One' campaign starts phase 2 of fight against fentanyl crisis news · 2024
  4. WVTF: After success in Roanoke, fentanyl awareness campaign to roll out statewide later this year news · 2024

Research notes

US-VA. Discovered 2026-10-22 for #17. Unverified (no page found that credits an agency). The First Lady's page (firstlady.virginia.gov/itonlytakesone) and itonlytakesone.virginia.gov now redirect or 404; the campaign lives at itonlytakesoneva.org. WDBJ7 calls the pilot results those of 'the 2023 campaign ads', conflicting with the January 2024 launch; numbers are sponsor claims. VFHY's role is from search-result snippets of the launch release; the First Lady release URL was not fetched. Settlement funding: not confirmed for this campaign (the companion OAG and VFHY campaigns are OAA-funded). Executions: 8 videos from the @itonlytakesoneva YouTube channel, oEmbed-confirmed; years are upload years. Procurement search 2026-10-22: No award naming the campaign found; DBHDS's 2023 SOR subaward to VFHY (USD 300,000) funds a youth fentanyl campaign through VFHY's existing marketing contractors (unnamed), which may overlap with this campaign's VFHY support.

Record cases/va-it-only-takes-one.json, updated 2026-10-22· Link to this campaign