Case Study: Virginia’s Office of the Attorney General cuts fentanyl deaths with Madison+Main’s One Pill Can Kill campaign

Virginia’s Office of the Attorney General cuts fentanyl deaths by 44% with Madison+Main

The customer, Virginia’s Office of the Attorney General, faced the challenge of reducing fentanyl-related deaths by localizing a national awareness campaign for a Virginian audience and finding effective ways to educate youth who could not be targeted directly online. The vendor, Madison+Main, was engaged to provide branding and a comprehensive marketing strategy to address this critical public safety issue.

Madison+Main implemented a multi-channel campaign leveraging the existing "One Pill Can Kill" branding, which included traditional media, digital advertising, and targeted offline placements in high-traffic venues like the Richmond Raceway. The solution successfully reached over 4.5 million Virginians and contributed to a 23% decrease in drug overdose deaths in the state over a one-year period, demonstrating the campaign's significant measurable impact.

Virginia’s Office of the Attorney General