An Unpreachy Alert to the Insidious and Invisible Nature of Fentanyl

After some research and discussion, we determined that a TikTok style quiz might be a viable approach to take.

Developed with the intention of bringing awareness to the insidious and invisible nature of Fentanyl to high school teens in Yolo County. Our goal was to catch kids’ attention with a fun, colorful quiz without it having a preaching or teaching vibe and without making this a typical ‘Just-Say-No’ campaign. The hope was that the inherent danger information would be absorbed naturally by the viewer even though the delivery system for this underlying message was fun and slightly goofy.

Strategy & Implementation

We met with the client and advisory board members and brainstormed ways of connecting with this particularly hard-to-reach audience (without eliciting eyerolls). After some research and discussion, we determined that a TikTok style quiz might be a viable approach to take. We crafted a script in the style of quiz and worked with the client and board to finesse the questions and answers so they were fun, a little irreverent, rhythmic and impactful. We created custom illustrations and auditioned and selected a narrator with a high energy, quiz show delivery. The animation and sound design is fast-paced and a little noisy so as to hold onto short attention spans.

Conclusion

The client was very excited about the final animation. The video is being distributed via online media (website, YouTube, social channels including FaceBook and Instagram) and as a tool with the program’s youth advisory group and partners. We will be receiving analytics and reports of the campaign effectiveness from CommuniCare + OLE.

Script and Storyboard