Drop the F*Bomb
Inspiring parents to have an explicit, life-saving conversation about fentanyl
Fentanyl overdoses have skyrocketed. The synthetic opioid is 100x more potent than morphine and can’t be detected by sight, smell, or taste. fentanyl is being cut into more and more counterfeit pills than ever before. That puts more people taking unprescribed pills to study, party, or for recreation at risk of a lethal overdose.
Parents are out of touch when it comes to fentanyl. When they hear “fentanyl,” they imagine heroin dealers from a rough part of town, not the counterfeit adderall pill their teen got through an app. Parents need to evolve their understanding of what fentanyl is, who’s at risk, and how to talk to their teens about protecting themselves.
Drop the F*Bomb is a full platform ecosystem that challenges parents to get explicit with their teens about fentanyl risk.
Client: Ad Council
Role: Creative Strategist, Copywriter
Creator Videos
We partnered with prominent creators who are parents to teens to capture their own conversations with their teens and shoot campaign assets that meet parents where they are across Meta’s platform (in Feed and Reels).
Parent Education
We found that a crucial component of driving the urgency to speak to teens was educating parents about the basics of fentanyl. I wrote Feed ads that communicated key facts that helped bridge the gap in understanding and underscore the importance of taking action.