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California Department of Public Health
Campaign Title
Facts Fight Fentanyl
Creative & Production
Duncan Channon, San Francisco
Illustrator
Carlo Giambarresi
Photographers
Dan Monick / Eric Hermann
Production Scope
Supported an integrated public awareness campaign for the California Department of Public Health designed to educate audiences about the dangers of fentanyl and counterfeit prescription drugs.
The media strategy employed a digital-first approach aimed at reaching audiences ages 16-39 through a combination of digital media, social platforms, and targeted out-of-home placements. Print and digital OOH executions were strategically deployed in high-visibility locations, including areas surrounding bars, entertainment districts, and college campuses, to deliver clear and accessible health education messaging.
Photography, Illustration & Asset Development
Managed photography and illustration production to support a simplified creative approach centered on factual, direct communication. The visual system intentionally utilized black-and-white photography and illustration treatments to reinforce message clarity and ensure the educational content remained the primary focus.
Partnered with photographers, illustrators, creative teams, and production vendors throughout concept development, asset creation, and final production to maintain consistency across campaign applications.
Research & Art Buying
As part of the art buying and asset development process, collaborated with legal and compliance teams to conduct research with the U.S. Drug Enforcement Administration (DEA) and source reference imagery of both authentic prescription medications and counterfeit pills containing fentanyl. These assets helped visually demonstrate the similarities between legitimate and counterfeit products while supporting the campaign's educational objectives.
Digital Content & Campaign Delivery
Oversaw asset production, post-production reviews, and final file delivery across digital, social, web, and out-of-home channels. Custom illustration assets were also developed for integration within the California Department of Public Health website, extending the campaign's visual language across additional audience touchpoints.
Although Fentanyl’s dangers are well-known, confusion still surrounds its effects and how to prevent harm. Fear often dominates the conversation, making it harder for people to act. This campaign aimed to shift the focus toward knowledge, accessibility, and empowerment.
