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.