Industry
Government
Challenge
CDPH wanted to educate Californians aged 18-39 about the dangers of hidden Fentanyl and share overdose prevention strategies and tools.
Results
Illenium's powerful story was so effective that CDPH extended the campaign for two additional media flights.
Objectives
Awareness, Engagement
“Working with MAX has been such an awesome experience from start to finish. They are truly a partner when it comes to developing programs and are willing to go the extra mile to meet our clients needs. Shari was a great partner to us - she always made us feel supported and heard."
The Challenge
Fentanyl is a powerful synthetic opioid that has been showing up in other illicit substances. Because it is odorless and flavorless, people using other substances often have no idea that Fentanyl is present. This is particularly dangerous because even a tiny amount of Fentanyl (equivalent to a few grains of salt) can be fatal.
The goal of this campaign was to educate Californians aged 18-39 (with emphasis on 18-27) about the dangers of hidden Fentanyl and share overdose prevention strategies and tools.
The Solution
EDM artist and producer ILLENIUM has a powerful story that makes him uniquely suited for this partnership with the California Department of Public Health (CDPH).
ILLENIUM’s own life was saved by the timely administration of Naloxone during an overdose and he is passionate and vocal about sharing sharing his message with fans: that by being educated, prepared, and aware, they could be someone’s second chance.
The Results
This campaign helped spread awareness and education, but the end goal is much loftier: ILLENIUM and the CDPH are out to save lives.
ILLENIUM’s content was so compelling and effective that CDPH extended the campaign for additional media flights.
Added Value
ILLENIUM was on the cover of Billboard Magazine, sharing his story about his own substance use disorder and recovery, which amplified and emphasized his work with the CDPH.
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