In this session...
Public health messaging has long relied on fear and tragedy, but that doesn’t always move the needle, and not every cause can be served by playing it safe. In this session, lead creatives from Duncan Channon unpack the risks and bold strategic choices behind the Facts Fight Fentanyl campaign launched for the California Department of Public Health, showing why sometimes the only way to cut through fear, stigma, and misinformation is to break from traditional PSAs.
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The teams will give the audience an inside look at how they used metaphor, absurdity, and levity to tackle California’s fentanyl crisis, making lifesaving information resonate with a whole new audience.
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What You'll Learn from This Session...
- Attendees will leave with a framework for how to rethink their approach when the stakes are too high to blend in.
- Discover why taking bold creative risks is essential to tackling topics that are typically avoided or stigmatized.
- Explore how using unconventional tools like humor and metaphor can make difficult messages more relatable and memorable.
