OD FREE MARIN

HEY MARIN, WTF?

Campaign Strategy | Campaign Voice | Campaign Identity | Campaign Experience

Marin Transit bus with Hey Marin, Where's the Fentanyl? campaign advertisement on the side

We've helped launch a new public awareness campaign to tackle the fentanyl crisis called 'Hey Marin, WTF?' ⁠

Fentanyl is an opioid about 100 times more potent than morphine and can be found in counterfeit prescription pills, cocaine, heroin, methamphetamine, and other substances. It can also be found in every city and town across the county. ⁠

Marin residents are shocked to learn that fentanyl is so prevalent here and often see it as a problem that exists over the bridge. But every five or six days, we lose a person to an accidental overdose, which is more than twice the rate of five years ago.

The Marin Community Foundation asked us to join forces with OD Free Marin (Marin Public Health Dept), the Marin Independent Journal, and the County of Marin to develop a provocative campaign. It's fact-based and hard-hitting and should instigate uncomfortable conversations with family, friends, and colleagues. We want to raise awareness, increase access to Narcan (the drug that can reverse an opioid overdose) and remove barriers to substance use treatment.

Nobody in Marin is immune. Fentanyl doesn't care how old you are or how much money you have. We're all susceptible. This campaign aims to alarm everyone in Marin, so they understand the risks of fentanyl and how to find and use Narcan to save lives.⁠

The 'Hey Marin, WTF' campaign will run for the next year and across the county in print, social media, bus shelters, and posters and will be shared widely with anyone who wants to help spread the word.

Check out the ABC 7 News article by Cornell Barnard.

Hey Marin, Where's the Fentanyl? ad in a magazine.

Group of college students walking past outdoor poster for Hey Marin, Where's the Fentanyl? campaign.

Set of 3 out door posters for the Hey Marin, Where's the Fentanyl? campaign.

Hey Marin, Where's the Fentanyl? ad on the back of a Marin Transit bus.

Hey Marin, Where's the Fentanyl? bus stop advertisement.

Hey Marin, Where's the Fentanyl? ad on back of Marin Transit bus.

Hey Marin, Where's the Fentanyl? bus stop ad in Spanish.

"As a longtime Marin resident, developing this campaign carried a lot of meaning. We were especially motivated to create something with an edge in the hopes of waking people up and grabbing their attention."

— Aimee Kilmer, Founder & Creative Director, Good Stuff Partners

Hey Marin, Where's the Fentanyl? Instagram post.

Hey Marin, Where's the Fentanyl? Instagram story ad.

We won an ADDY!

The American Advertising Awards is the advertising industry's largest and most representative competition, attracting more than 25,000 entries every year. Learn about our big win!

Featured