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One Pill Can Kill – Virginia

“Be their protector, because one pill can kill.”

Virginia Office of the Attorney General fentanyl and counterfeit-pill awareness campaign (US-VA) modeled on the DEA's One Pill Can Kill: a 30-second TV and radio PSA aired statewide for 60 days from November 2022, then a 2024 relaunch with onepillcankillva.org, statewide billboards and cable, broadcast and digital ads, and a 2025-26 documentary screened in high schools. Paid for in part by Virginia Opioid Abatement Authority settlement funds.

Years
2022–now
Country
United States
Budget
OAA awarded the OAG $675,000 for 'the second year of funding for the OAG's "Fentanyl and Opioid Prevention and Awareness" mass media campaign' (Aug 2024).
Topic
DrugsOpioids
Asks people to
Never startTalk to someone
Strategy
Fear appealTestimonialTrusted messenger
Channel
OutdoorRadioSchoolSocial (paid)TVWebsite
Audience
General publicParentsYouth

Evidence

NoneUnknown

No evaluation of this campaign found; pilot results reported for the companion It Only Takes One campaign are filed there.

Sponsor (who paid)

Credits (who made it)

Not recorded yet.

Executions (individual ads)

Related campaigns

Sources

  1. Virginia OAG: Attorney General Miyares Launches 'One Pill Can Kill' Public Awareness Initiative (22 Nov 2022), Wayback sponsor · 2022
  2. Virginia OAG: Attorney General Miyares Launches New Public Awareness Tools for 'One Pill Can Kill' Campaign (21 Feb 2024), Wayback sponsor · 2024
  3. WDBJ7: AG Miyares launches 'One Pill Can Kill' public awareness campaign news · 2022
  4. One Pill Can Kill Virginia (campaign site; 'Paid for in part by funds from the Opioid Abatement Authority') sponsor · 2026
  5. Virginia Opioid Abatement Authority: OAA Awards $9.1 Million in Funding to Agencies of the Commonwealth (5 Aug 2024) reference · 2024

Research notes

US-VA. Discovered 2026-10-22 for #17. Unverified (no page found that credits an agency). A state-produced campaign under the DEA slogan, filed separately from dea-one-pill-can-kill because Virginia made and placed its own PSAs. The OAG press releases were removed from oag.state.va.us after the January 2026 change of Attorney General (404 on 2026-10-22); cited via Wayback. Settlement funding: confirmed by the site footer and the OAA August 2024 award (second-year funding implies a first OAA award in 2023, not fetched). The 2022 PSA predates OAA awards, so its funding is unknown. Executions: 11 videos (the 2022 PSA on the AG's channel; 10 on the @OnePillCanKill-Virginia channel), oEmbed-confirmed; years are upload years. Whether the campaign continues under the new Attorney General is unknown. Procurement search 2026-10-22: No award naming the campaign or vendor found (OAG releases, OAA award notices, USAspending). Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/va-one-pill-can-kill-virginia.json, updated 2026-10-23· Link to this campaign