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On Aug. 31, 2020, we launched our latest public education campaign – Fentanyl: The Deadliest High. We chose this topic because our offices are all too aware of how this drug is destroying the communities we know, love and serve. And worse, fentanyl is on the rise both locally and nationally. Between 2013 and 2017 alone, deaths from fentanyl in Tennessee increased by 800%. Nationally, the number of fentanyl-related deaths doubled every single year between 2013 and 2016.

We refuse to sit by while this drug ravages our communities. Our target audience for this campaign is teenagers, ages 13–18, and we were thrilled to include them in the planning process. Our District Attorneys traveled across the state to conduct 15 in-person focus groups and spoke to over 160 middle and high school students. We made sure their voices and feedback were our primary inspiration for the direction and content of this campaign.

How we’re reaching our communities:

TheDeadliestHigh.com

Social media

We’re regularly sharing short videos of individuals who have been directly affected by this deadly drug and static (non-video) ads with various statistics.
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Grassroots

We’re also hanging our graphics up around town, meeting with civic organizations and community groups, and partnering with local community leaders and news groups.
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