The ongoing opioid crisis in the United States reached a tragic milestone in 2022, with nearly 108,000 drug overdose deaths. Deadly synthetic opioids like fentanyl were implicated in 68% of these cases. What makes fentanyl especially dangerous is its illegal production and distribution. Often laced into other drugs like heroin and cocaine or disguised as prescription pills, fentanyl’s presence is not always known, leading to unintentional overdoses. This stark reality highlights the need for targeted awareness and prevention efforts.

The Real Deal on Fentanyl campaign addresses this need by educating young people aged 13-24 about the risks of fentanyl and the importance of carrying lifesaving medications like naloxone, which can reverse opioid overdoses. Beyond reaching young people, the campaign includes tailored efforts for parents and guardians, equipping them with the tools and knowledge to talk to their children about the dangers of fentanyl. With the support of sponsors like the Ad Council and the Office of National Drug Control Policy (ONDCP), the campaign leverages creative collaborations with agencies like JOAN and Meta Creative Group to amplify its critical message.

The campaign encourages proactive action with the simple yet powerful message: “When no one knows what to do, it’s gotta be you.” Carrying naloxone can mean the difference between life and death in an overdose emergency. Learn more about fentanyl risks and how to save lives at RealDealonFentanyl.com. Together, with awareness and action, we can make a meaningful impact in the fight against the fentanyl crisis.

Find more from Ad Council (USA, January 2025)