National Fentanyl Awareness Day

The Challenge

Increase national awareness about the growing issue of illicit fentanyl poisonings and deaths, especially among young people.

The Impact

The first-ever National Fentanyl Awareness Day reached millions of Americans, raising public awareness about the growing issue of poisonings and deaths due to illegally-made fentanyl.

Services

Program Design
DIGITAL STRATEGY
WEB DESIGN
SOCIAL MEDIA CONTENT STRATEGY
COMMUNITY ENGAGEMENT
MARKETING AND COMMUNICATIONS
PROJECT MANAGEMENT
BRANDING AND LOGOS
COMMUNICATIONS STRATEGY
SOCIAL MEDIA MANAGEMENT

63M

social media impressions

23K

site visits

400+

partners recruited

Summary

Impactual worked with the team at Song for Charlie to bring their vision of a national day to raise awareness about the dangers of fentanyl to fruition. With less than three months, we helped launch first-ever National Fentanyl Awareness Day on May 10, 2022: from brainstorming high-level goals and concepts to meeting with issue area experts and refining the messaging and audience; and building the brand from scratch to driving a social and earned media strategy.

Impactual collaborated with Song for Charlie, creative consultants at Wondros, and issue-area experts to build and manage the Day’s overall project plan. This coalition worked together to ideate and finalize the brand and website, call-to-action, goals and overall media strategy. Impactual lead weekly check-ins across teams to ensure all of the Day’s efforts were coordinated and in pursuit of quantifiable goals.

National Fentanyl Awareness Day was a successful, collaborative activation in the public health sector. Most notably, the Day’s content garnered over 63M social media impressions and secured a bipartisan U.S. Senate resolution, speaking to the pervasiveness of the issue coupled with a strategic brand and compelling message that resonated across the country.