Preventing Overdoses from Fentanyl Being Mistaken for Cocaine

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:

• Misconceptions about fentanyl in cocaine: We aimed to clarify that Cocaine may actually be fentanyl powder, not just cross-contamination, in King County.
• Testing for fentanyl: Capitalizing on the existing behavior of cocaine users testing the purity of their drugs, we encouraged testing for fentanyl as well.
• Making fentanyl testing appealing: By elevating the fentanyl testing experience with an expert, mixology approach, we made using fentanyl test strips more attractive.

To see these insights in action, watch our commercial “Before the Bump” now.

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.

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