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Ad Council

The Real Deal on Fentanyl

  • Ad Council

  • Challenge

    Design websites to inform two very different audiences, youth and their parents, of the dangers and prevalence of fentanyl.

  • Solution

    A single, flexible information architecture and site structure that allows for messaging and visual design customization.

  • Results

    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.

Two images side by side. On the left is a tablet screen with a red block that says "Save a life" with illustrated graphics of pill bottles with skulls on them. The right is a list of buttons with tips for avoiding a fentanyl overdose. Action items include: Look out for each other, Take it slow, Test for fentanyl, Carry Naloxone, Know the Signs, Be prepared to Act, Only Take Legit Pills
Two screens on a red background. The screens have a gray background, black and red typography, and collaged graphics. The page title says "Reduce the Risk" and includes a list of action items to help a user reduce the risk of a fentanyl overdose. Action items include: Look out for each other, Take it slow, Test for fentanyl, Carry Naloxone, Know the Signs, Be prepared to Act, Only Take Legit Pills.
An authentic sketchbook aesthetic and gritty old internet look and feel seek to make taboo messaging approachable to teens in The Real Deal on Fentanyl campaign led by JOAN creative agency and Peter Dommermuth. All web design assets and site are designed Viget, copywriting and editing by the Ad Council and Lisa Beebe.
Designing from a single template allowed for variation in design to engage different audiences.
A collage of blocks from the parents site. On the top left is a Black middle aged man talking directly to the screen. Next to him is a black block with white text in all capital letters that says "How to talk to your kids about fentanyl" You can't see, smell, or taste fentanyl, so how can you protect your kids from it? Talk to them. Beneath this block is a quote on a bright green background. The quote, from Ed Tehran, a bereaved dad and president of Song for Charlie says: "This is not a Just say No conversation (N-O). This is Just Say Know (K-N-O-W). Most kids aren't seeking fentanyl, they get it by accident. Just knowing that it is hidden in fake pills and other drugs empowers them and helps them stay safe. And it opens the door to conversations about healthier ways to deal with stress." The third block includes a graphic of colorful pixels with overlayed text that says "Drop the F Bomb with your kids"
Repeated grid of square blocks in various colors: teal, blue, orange, pink and images related to fentanyl harm reduction.
Image of a computer screen with a light, bright purple background. The screen has a picture of Narcan, nasal spray and text on the left that says "Share the signs of an overdose:" The most common signs that someone is overdosing are: tiny pupils, limp body, unable to talk, pale, gray, or blueish skin, lips or nails, cold or clammy skin, breathing is very slow or has stopped, extremely sleepy or passing out, snoring, choking or gurgling sounds.
The microsite extends Meta’s campaign direction, “Drop the F Bomb with Your Kids” by implementing a visually loud and bold web design that subverts the stigma around talking about fentanyl and encourages parents to become unapologetic harm reduction advocates.

Summary

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.