The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events & Experiential
Annual ID
OS23_PR055M
About the Work
Real talk. Fentanyl is killing kids. But who was even talking to them about it? No one that they were really listening to. Until now. We got the most unexpected yet most qualified sources to talk to kids about drugs—former drug dealers. Together with them, we developed a curriculum to help young Americans understand the deadly reality of fentanyl-laced drugs— actual lesson plans designed to educate students about the drug through the lens of their everyday class subjects: health, chemistry, and economics. Then we brought them into the classroom to teach it. Many schools said no to us, Holyoke High School said yes. Taking over the school for the day, former drug dealers stepped in as teachers–or “substitute dealers.” From there, we created a full integrated campaign that was about more than awareness, it was about REAL education. Lessons were edited into social-first content custom-tailored for the spaces our audience occupies. And importantly, this robust curriculum was designed open source, and made available for download on RealDealOnFentanyl.com for other educators to teach nationwide. Ultimately, this multi-channel effort was designed to reach young adults across the country, getting them the facts on fentanyl. Real talk, to save real lives.
2023 Awards
Total Points: 3
Merit
Credits
Agency
JOAN Creative / New York
Chief Creative Officer
Jaime Robinson
Director
Courtney Sofiah Yates
Editor
Chiao Chan
Grace Wiehl
Executive Producer
Shami LaCourt
Associate Creative Director
Hailey Lawrence
Hannah Lorentzen
Natalie Fiacco
Nicole Lelacheur
Senior Designer
Peter Dommermuth
Account executive
Libby Nelson
Agency In-House Production
JOAN Studios / New York
Assistant Account Manager
Hadley Britt
assistant producer
Alston Bowman
Campaign Director
Monica Hunter
CEO
Lisa Clunie
Director of production
Zack Sky
Group Strategy Director
Kristin Van Note
Head of People
Becca Patrick
Head Of Production
Cheri Anderson
Head of strategy
Chris Turney
Managing director
Sarah Collinson
SENIOR PRODUCER
Emily Robbins
SVP/Group Campaign Director
Rowena Patrick
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