Every day, opioid abuse takes a toll in Minnesota. Lives are shattered by addiction and overdose, regardless of age, education or income. When the state of Minnesota asked us to reach key populations with vital messaging and resources, we launched an aggressive listening effort, to better understand the true nature of the issue.

Beneath the theme “This is about all of us”, we partnered with voices in the American Indian, African American, and LGBTQ communities, as well as reaching out to expectant mothers and the population at large. The ongoing media campaign includes original videos, out-of-home advertising and other materials, directing viewers to knowthedangers.com, a centralized platform of practical resources and treatment options. This site is an expansion of our work for synthetic drug awareness.