The County of Fresno - Fentanyl Awareness Campaign

About the Program

Category: Criminal Justice and Public Safety (Best in Category)

Year: 2023

In response to the death of a high school senior after she was poisoned by lethal amounts of fentanyl, as well as the sharp increase in fentanyl-related deaths, Fresno County's Administrative Office and District Attorney combined funding to create a fentanyl awareness campaign that started in July 2021 and continued throughout 2022. It was among the earliest multi-media fentanyl awareness campaigns in the state of California, prompting other counties to replicate similar campaigns or use Fresno County's campaign images and PSAs in their own campaigns. The goal of Fresno County's campaign was to raise awareness about the dangers and threats of illicit fentanyl-laced pills and drugs--the campaign targeted high school students, young adults, and parents. The objectives included increasing countywide media and social media coverage and driving internet traffic to the County's web pages with information on fentanyl and harm-reduction resources. Outcomes included community awareness and engagement that far exceeded original objectives and inspired the recently signed Assembly Bill 2365, which offers six statewide grants for fentanyl awareness campaigns. As of April 2023, the fentanyl-related deaths in 2022 were numbered at 96 compared to 114 in 2021.