THE LIFE SAVING PRE-ROLL
Turning YouTube's first seconds into lifesaving ones.
When someone searches YouTube for how to administer Naloxone during an opioid overdose, every second matters. But before they reach the tutorial they need, they often have to sit through ads or long introductions.
Working with the Ad Council and the Executive Office of the President, we transformed YouTube pre-roll into the fastest Naloxone tutorial available. Instead of delaying access to life-saving information, the ad became the information itself.
Using a hyper-targeted media strategy and donated inventory from YouTube, the campaign delivered a concise, life-saving tutorial at the exact moment people were searching for help. By meeting people in a moment of urgent need, we turned one of advertising's most interruptive formats into one of its most useful.
The work helped change YouTube's policy around advertising before life-saving tutorials and became part of the White House's response to the fentanyl epidemic.
Client
Ad Council / Executive Office of the President
Agency
R/GA New York
Role
Creative Director
Contribution
— Originated the campaign idea, identifying an opportunity to turn YouTube pre-roll into a life-saving intervention for people searching how to administer Naloxone during an opioid overdose.
— Presented and sold the concept to the client, building support for an unconventional approach to reaching people at the critical moment they needed help.
— Wrote the film scripts and educational tutorials, working alongside public health professionals to translate emergency overdose response into clear, accessible guidance.
— Collaborated with the production company to produce and film the campaign, carrying the creative vision from concept through final execution.
— Designed the campaign graphics and art directed every visual element, creating a cohesive system across the films and supporting assets.