Problem to Solve

The opioid crisis began in the 1990s with the over-prescription of pain-relief drugs. In the past few years, it has become a national epidemic with cheaper, more potent opioids like Fentanyl being cut into recreational drugs like heroin and cocaine. Fentanyl, a synthetic opioid is 50-100x stronger than morphine and is impossible to see, smell, or taste, even the smallest grain is deadly.

in 2019, Fentanyl killed over 40,000 people in Canada and the U.S. Casual and recreational cocaine users were at the greatest risk of accidental overdose because they were largely unaware that Fentanyl was being cut into their drugs.

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Solution

During research into this issue, we found a Fentanyl test strip existed and was being distributed by a U.S. harm reduction not-for-profit, DanceSafe.org who needed help aiding awareness. 

To bring attention to these life saving test strips, we took a famous advertising stunt and gave it a twist to help educate the public for International Overdose Awareness Day. We recorded live footage of our “taste test” and distributed the video content across North America via social media and digital channels.