Billboards
Transit Ads
Social Media
Fentanyl poisoning is a rapidly growing and deadly part of the opioid epidemic, taking lives through counterfeit pills sold on the street — often disguised as trusted medications like Xanax®, Percocet®, and oxycodone. To address this crisis, my team and I partnered with Safer Sacramento, a Substance Use Prevention & Treatment organization under Sacramento’s Department of Health Services.
Together, we created a campaign to educate the region about the dangers of counterfeit pills and the deception behind them. The result was a far-reaching public health initiative that reached over half a million people through billboards, transit ads, and social media — sparking community engagement and significantly boosting the organization’s online presence.
The Challenge
Top-of-funnel public messaging often focused on tragedy—grieving families sharing photos of loved ones lost, or stark visuals of body bags and toe tags. But that felt distant. It didn’t speak to the moment when someone unknowingly takes a counterfeit pill. We needed to reframe the message to reach people before it was too late.
The Approach
Instead of relying on shock value, we focused on the moment of decision. We created monotone portraits of everyday people, each holding a pill in a bold, contrasting color. Paired with the line:
“You thought it was Oxy. You died from fentanyl.”
The pill and final line shared the same color—subtly linking choice and consequence. The campaign ran for six weeks across Sacramento on billboards, transit ads, and social media.
Results
3x Shorty Impact Award Winner, recognized alongside campaigns from MTV and UNICEF.
Why it Worked
By focusing on prevention rather than aftermath, we made the message personal. This campaign didn’t lead with fear—it educated through sharp, visual storytelling that sparked change.
Billboards
Transit Ads
Social Media
Fentanyl poisoning is a rapidly growing and deadly part of the opioid epidemic, taking lives through counterfeit pills sold on the street — often disguised as trusted medications like Xanax®, Percocet®, and oxycodone. To address this crisis, my team and I partnered with Safer Sacramento, a Substance Use Prevention & Treatment organization under Sacramento’s Department of Health Services.
Together, we created a campaign to educate the region about the dangers of counterfeit pills and the deception behind them. The result was a far-reaching public health initiative that reached over half a million people through billboards, transit ads, and social media — sparking community engagement and significantly boosting the organization’s online presence.
Inspired by the strength found in connection, inclusivity, and the cross as a symbol of care, the SCHC logo reflects a brand rooted in community, compassion, and accessible healthcare.
Inspired by the strength found in connection, inclusivity, and the cross as a symbol of care, the SCHC logo reflects a brand rooted in community, compassion, and accessible healthcare.
A palette designed to convey trust, warmth, and accessibility through the forms and colors that define the SCHC visual brand.
