Meta and Ad Council Partnering in Fentanyl Awareness Campaign

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Dec. 19, 2022 – A public awareness campaign urging parents to talk with their children about the dangers of the opioid fentanyl will roll out this week on Facebook, Instagram, and other social media platforms owned by Meta.

The campaign, produced in cooperation with the nonprofit Ad Council, is called “Drop the F*Bomb” and includes tips on how parents can start these conversations, including videos of parents talking to their children.

"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,” Lisa Sherman, president and CEO of the Ad Council, said in a news release.

Parents are urged to visit the “Drop the F*Bomb” website, which has a “Fentanyl 101” section on the addictive quality of fentanyl, shows how other drugs such Adderall can be laced with fentanyl, and tells how to use the nasal spray naloxone to reverse an opioid overdose.

Opioid abuse is a growing problem, with drug overdose deaths in 2021 rising 52% over the same  period 2 years prior, largely because of synthetic opioids. Fentanyl was identified in 77% of adolescent overdose deaths in the first half of 2021, compared to 5% for prescription opioids, the release said.

"Meta is proud to have led in the creative development of this campaign while using our platform as a vital tool to support parents and caregivers as they have life-saving conversations with their kids on the dangers of fentanyl,” said Lindsay Elin, vice president of public policy at Meta.

The Ad Council has promoted other public health initiatives, such as a campaign urging people to get COVID-19 vaccinations.