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.
Why Some Topics Demand Advertising That Breaks the Rules
