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Across the county, fentanyl is being mistaken for cocaine powder and rock form, leading to an increased risk of accidental overdose fatalities. Those who use cocaine consider it a safer drug to experiment with than fentanyl and are often unaware that they could be at risk for a fatal fentanyl overdose.
To effectively increase risk perceptions and encourage the audience to use risk mitigation tactics, King County developed “Before the Bump” in partnership with Rescue Agency.
A first-of-its-kind campaign, “Before the Bump” leverages key insights about this audience’s knowledge, attitudes, and beliefs:
To reach our audience, we strategically utilized a robust communications framework across various streaming platforms, Reddit, Meta, and at bars and clubs. For example, we developed out-of-home placements on drink coasters at local bars and clubs, delivering contextually appropriate messaging in a non-invasive manner.
Are you working to address the fentanyl crisis in your community? Contact us! We'd love to hear what you're doing and how we can help.
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