Launched Wednesday morning, the parent-focused campaign is aimed at encouraging open and important conversations around the risks associated with fentanyl use among teens and young adults.
Drop the F*Bomb features a new website for parents to access information about fentanyl, including statistics on its lethal potency, how it can be consumed accidentally when mixed together with other drugs as well as a guide on how to use naloxone, the overdose-reversing nasal spray.
The campaign’s goal is to encourage parents nationwide to understand the prevalence of fentanyl overdoses. To that end, Drop the F*Bomb also has video assets featuring digital creators having conversations with their kids about fentanyl as well as supplementary tools like polls, an interactive augmented reality filter and an on-platform content hub to educate parents.
The Ad Council has been a longstanding advocate for raising awareness of the dangers around fentanyl, especially amid an ongoing overdose crisis in the U.S.
The Centers for Disease Control and Prevention released data earlier this year that indicated 2021 was the deadliest year on record for overdose deaths, part of a larger trend where deaths have risen 50% during the COVID-19 pandemic.
“Fentanyl is incredibly dangerous, it’s increasingly present in the counterfeit and illicit drug supply, and it continues to present a deadly risk to teens and young adults across our country,” Ad Council CEO Lisa Sherman said in a statement. “This is a crisis that unfortunately impacts us every day, in every community. Informed parents have the ability to play a significant role in keeping our kids safe and it’s our aim through this campaign to ensure they have the tools needed to have honest and effective conversations with their children about fentanyl.”
The Drop the F*Bomb effort comes about two months after the Ad Council’s most recent fentanyl campaign titled Real Deal on Fentanyl. The campaign involved Snap, YouTube and work by creative agency JOAN and centers on classroom-style lessons about the dangers of fentanyl delivered by former drug dealers.
This story first appeared on MM+M.