Reaching an audience massive in size, Governor Greg Abbott announced the Texas "One Pill Kills" multimedia campaign has eclipsed expectations, securing over 1.5 billion impressions since its inception in September 2023. According to information from the Office of the Texas Governor, this public health initiative, driven by Texas Health and Human Services Commission (HHSC), leans heavily on digital and traditional outreach to combat fentanyl's deadly hold on the state.
"Fentanyl is the single deadliest drug crisis our state—and our nation—has ever encountered," Governor Abbott told attendees at last year's One Pill Kills Summit. The campaign, designed to educate Texans on the lethal risks associated with fentanyl, utilizes social media, podcasts, billboards, and more, with its message amplified through TV and radio spots, as detailed by the Office of the Texas Governor. Garnering impressions nearly double the initial projections, the notice has a piercing focus on saving lives from the ravages of this increasingly prevalent opioid.
Trina Ita, HHSC's Deputy Executive Commissioner of Behavioral Health Services, stressed the importance of education in this dire context, "We can save lives by educating people about the risks of fentanyl and the fact that even one pill can kill," she told the Office of the Texas Governor. Emphasizing prevention and reversal of fentanyl poisonings, HHSC is injecting an additional $2.5 million into extending this life-saving narrative.
With an educational spectrum ranging from digital signage to printed flyers, the ongoing effort targets populations at particular risk, including high school and college students. According to the campaign details, billboards and social media, galvanized by public service announcements, work in unison to heighten awareness where it's needed most—particularly in the 19 Texas counties with the highest fentanyl death tolls. Part of the funds allow for the spreading of knowledge about Naloxone Texas, a University of Texas Health Science Center at San Antonio-run program that provides naloxone and training on responding to fentanyl poisonings.
The highly visible "One Pill Kills" message will continue to be broadcast through August 2025, penetrating the state's consciousness in a resolute effort to stem the tragic tide of opioid-induced fatalities. Texans seeking naloxone or response training can turn to Naloxone Texas, a beacon of hope in this statewide struggle against a potent and often lethal adversary.
