County Of Ventura Fentanyl Awareness Campaign

The Issue

While fentanyl is a growing crisis across California and the nation, its impact is deeply local—and requires a community-specific response. In Ventura County, the threat is not abstract; it is present in neighborhoods, schools, and social circles.

Recognizing that generic awareness campaigns often fail to resonate at the community level, Fraser Communications partnered with the County of Ventura to develop a targeted initiative. The goal: deliver hyper-localized outreach and education that would make the dangers of fentanyl feel immediate, relevant, and impossible to ignore—and ultimately inspire life-saving action.

Now in its second year, the Think Again campaign continues to confront the escalating fentanyl crisis in Ventura County through bold, emotionally resonant creative and data-driven messaging.

At the heart of the campaign is a stark, local statistic: three out of five overdose deaths in Ventura County are linked to fentanyl. This message is paired with a powerful warning – “If you think it can’t happen to you, Think Again.” The social media ads added: “One pill, laced with fentanyl, can cost you everything.”

Visually, the campaign reinforces this reality through a striking four-color composition set against a recognizable Ventura County beach. Five friends stand arm in arm – with three rendered in black and white. This contrast delivers an immediate, visceral interpretation of the statistic, transforming numbers into a human story of loss.

The campaign is intentionally designed to disrupt a common misconception among younger audiences: “It won’t happen to me or my friends.” By grounding the message in familiar settings and relatable social dynamics, Think Again reframes the crisis as personal, local, and urgent. The call to action is simple but powerful – pause, reconsider assumptions, and Think Again.

Strategic Approach & Execution

To effectively reach at-risk audiences – particularly youth and young adults – the campaign deployed a highly targeted, location-based media strategy. Placements focused on environments where these audiences naturally gather, including retail locations, gyms, restaurants, and public transit spaces such as buses and bus shelters.

Digital amplification extended the campaign’s reach through precision-targeted native advertising and paid social media placements across platforms like Facebook and Instagram. This ensured repeated exposure across both physical and digital touchpoints, reinforcing message recall and engagement.

Driving Action

Beyond awareness, the campaign directs audiences to a custom campaign landing page: www.ThinkAgainVC.com

The landing page provides accessible, in-depth information about fentanyl risks, prevention strategies, and how to respond to overdoses. It empowers residents with the knowledge needed to protect themselves and others—turning awareness into action, and action into lives saved.

Impact Positioning 

By combining localized data, emotionally compelling creative, and strategic media placement, the Think Again campaign transforms a broad public health issue into a deeply personal call to action.