Public health campaign achieved 90% audio completion rate, strengthening fentanyl awareness

The campaign applied a multi-phase, behavior-driven approach

Hyper-localized targeting focused on counties with the highest fentanyl-related deaths. These included Los Angeles, Orange, San Diego, San Francisco, Alameda, and San Joaquin

Messaging was phased to guide audiences from awareness to action by first creating understanding of fentanyl risks, then introducing naloxone as a harm-reduction tool, and finally encouraging preventive steps such as using fentanyl test strips and recognizing overdose symptoms

Engagement was further optimized through in-audio call-to-actions that directed users to the campaign site. Retargeting strategies were continuously refined based on interaction data