The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Public Relations

Substitute Dealers

Agency Joan Creative / New York + JOAN Studios / New York

Client Ad Council

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

Executive Producer

Shami LaCourt

Account Executive

Libby Nelson

Head of Production

Cheri Anderson

Senior Designer

Peter Dommermuth

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 strategy

Chris Turney

Managing director

Sarah Collinson

SENIOR PRODUCER

Emily Robbins

SVP/Group Campaign Director

Rowena Patrick

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