HISPANIC MARKETING COUNCIL
Strategy / Creative / Social Media
In response to the nationwide fentanyl crisis, the Hispanic Marketing Council and Ad Council tapped a handful of universities as part of a national student competition to develop a strategic campaign aimed at educating U.S. Hispanic teens about the dangers of fentanyl and the importance of naloxone. The "U" was represented by Orange Umbrella with a collab with students at UM's School of Communication. For five months, we dug into research, ran surveys and brainstormed ideas to figure out how to connect with young people in a relatable way, so we could inform and empower.
THE ASK
To capture the attention of this demographic, we crafted a bold strategy powered by the tagline "System Overdose." By tapping into rave culture, we were guided by an important insight: Hispanic Gen Zs have an invincibility complex. To get our message across, we developed three Gen Z personas, the ones most likely to feel the impact of our warnings. Creative messaging and executions were tactical and targeted in real-time at raves across the United States, so it was impossible to ignore.
