Design websites to inform two very different audiences, youth and their parents, of the dangers and prevalence of fentanyl.
A single, flexible information architecture and site structure that allows for messaging and visual design customization.
Two visually and tonally distinct mobile-first campaign sites that support a national campaign, backed by the White House, to raise awareness among youth and their parents.
One campaign, two audiences. In 2020, 76% of drug deaths in people ages 14-23 involved fentanyl, but few people realize that they or their loved ones could be at risk. To raise awareness about the danger and prevalence of fentanyl, The Ad Council launched a national campaign, backed by the White House, intended to reach two groups that are often at odds: youth and their parents. Working with different sponsors and stakeholders for each marketing campaign, Viget designed two mobile-first websites with entirely different design and messaging, but aligned on a common goal: preventing deaths from fentanyl use.
Ad Council approached Viget to develop a digital home for their fentanyl awareness campaign, resulting in two sites with distinct visual and messaging styles, each targeting a specific audience.