Fentanyl & Harm Reduction Awareness

Amid the worsening overdose crisis nationwide and in New York State, OASAS is developing a multi-media campaign to raise awareness about the dangers of fentanyl and promote harm reduction practices. The goal is to reach all New Yorkers, particularly those actively using substances and their friends and loved ones. The campaign aims to educate the public about OASAS's treatment and prevention programs, highlighting the lethal potential of even a small amount of fentanyl and outlining steps to protect themselves and others, while also encouraging people to avoid substance use altogether.

This two-fold campaign focuses on raising awareness of these critical issues and directing individuals to online resources where they can access naloxone and fentanyl test strips.

TACTICS

Strategy

The OASAS Fentanyl & Harm Reduction Awareness Campaign in New York State employed a robust media strategy to target individuals 18+ and a secondary audience of those 13-17. The campaign utilized a diverse array of channels, including social media, influencers, display banners, streaming video, over-the-top media, streaming audio, search, TV, broadcast radio, and out-of-home media. Out-of-home media placements included subway interiors, Amtrak posters, place-based media, billboards, wallscapes, street furniture, and mall media. By leveraging these varied platforms, the campaign effectively raised awareness about the dangers of fentanyl and promoted harm reduction strategies, reaching a wide and diverse audience across the state.