META | AD COUNCIL

One of the greatest threats facing American teens today is Fentanyl.

What is it? They don’t know either.

Ad Council enlisted Meta’s Creative Shop to raise awareness among parents using Meta’s products and platforms, educating and encouraging them to initiate conversations with their teens about the dangers of Fentanyl.

Our tagline DROP THE F-BOMB, was designed to prompt action and convey the urgency of addressing the severity of the word-- Fentanyl.

We constructed a creative ecosystem packed with facts and engaged parent influencers with teenagers of their own to deliver these messages, reaching fellow parents through various formats.

Interactive units.

To further engage our key audience, we developed a series of interactive units, including poll ads and instant experiences, aimed at expanding awareness and testing knowledge on the subject.

We even created an AR effect that displayed cue cards containing facts about Fentanyl, offering parents an easy-to-use tool to distribute more knowledge to their unique audiences.

Client | Ad Council
Campaign | DROP THE F-BOMB
Creative/Art Direction, Strategy