AN IDEA THAT NEVER LAUNCHED.
INSIGHT.
Fentanyl is one of the fastest-growing epidemics in North America. Most Canadians don’t fully grasp how deadly even a tiny amount of Fentanyl can be.
OBJECTIVE.
Create The World’s Deadliest Bullet, a campaign that visualizes the true lethality of Fentanyl by comparing a lethal dose to the weight of a .22 caliber bullet, making it impossible to ignore.
GOAL.
Raise awareness and normalize carrying naloxone and drug testing kits to save lives.
A .22 caliber bullet weighs 3.24 grams and can kill one person. The same weight of fentanyl, however, could kill over 2,000 people. Fentanyl has infiltrated Canada’s drug supply, contributing to 106,000 deaths from August 2022 to August 2023. Despite knowing the risk, many Canadians still take the chance.
Proposing an out-of-home placement, the life-sized .22 caliber fentanyl bullet would be encased in bulletproof glass and suspended within a transit shelter, accompanied by small text underneath. The small size is intentionally designed to draw viewers in, prompting them to get close and confront the shocking reality of fentanyl’s danger. The call to action would encourage Canadians to normalize carrying naloxone and using drug testing kits.
After several attempts to reach out to prospective clients and successfully pitching the concept to one organization, the idea was ultimately deemed too negative and shocking for them to move forward with. While we were confident that the campaign would have created a powerful message by confronting the harsh reality of fentanyl, the organization preferred a "softer" approach, which we felt wouldn't have delivered the same level of impact or awareness.
Copywriter: Olivia Gilbertson