Ad Council to Take on Overdose Crisis Through New Coordinated National Public Awareness Efforts

Drug overdose deaths reached nearly 108,000 in 2021, the highest number ever recorded in a 12-month period and a staggering 52 percent increase over the previous two years. This rise in overdose-related deaths is being fueled by the prevalence of synthetic opioids, like fentanyl, which were involved in an estimated 66% of overdose deaths during this time period. [1] To address this issue, the Ad Council today announced a holistic approach to the overdose crisis, featuring two distinct initiatives: one with leading social media platforms Google, Meta and Snap and one with public health organizations to address the current overdose epidemic facing the United States that will be underway later this year. The efforts will roll out beginning in the summer of 2022 to educate young Americans and their parents and caregivers about the dangers and prevalence of fentanyl in counterfeit pills and illicit drugs, and, separately, to help individuals with substance use disorders navigate resources and start their recovery journey.