Fentanyl poisoning is one of the fastest-growing public health crises in the U.S., driven by counterfeit pills disguised as trusted prescription medications like Xanax®, Percocet®, and oxycodone. I partnered with Safer Sacramento and the Sacramento County Department of Health Services to create a prevention-first messaging campaign designed to reach people before it was too late.
The result was a high-impact public awareness initiative that reached over half a million people across billboards, transit, and social — driving major community engagement and award-winning visibility for the organization.
The Challenge
Most top-of-funnel fentanyl messaging focused on loss and tragedy — grieving families, memorial photos, body bags. But those messages often felt removed from the real moment of risk. We needed to reach people earlier: the moment someone unknowingly takes a counterfeit pill, believing it’s safe.
The Approach
Instead of shock tactics, we centered the campaign on deception and decision. We created stark, monotone portraits of everyday people holding a single pill in a bold contrasting color, paired with the line:
“You thought it was Oxy. You died from fentanyl.”
The pill and final phrase shared the same color — subtly linking choice and consequence in a single glance. The campaign ran for six weeks across Sacramento through billboards, transit ads, and social media.
Results
Why it Worked
By focusing on prevention rather than aftermath, the message became personal and immediate. Instead of leading with fear, the campaign educated through sharp visual storytelling — creating a moment of recognition that sparked awareness and real community response.
Billboards
Transit Ads
Social Media
Fentanyl poisoning is one of the fastest-growing public health crises in the U.S., driven by counterfeit pills disguised as trusted prescription medications like Xanax®, Percocet®, and oxycodone. I partnered with Safer Sacramento and the Sacramento County Department of Health Services to create a prevention-first messaging campaign designed to reach people before it was too late.
The result was a high-impact public awareness initiative that reached over half a million people across billboards, transit, and social — driving major community engagement and award-winning visibility for the organization.
Designing within fixed brand constraints
At the client’s request, ARxIUM’s logo and primary color palette remained unchanged. The system was intentionally designed to deliver clarity and consistency without altering the core brand.
