It’s always with us
Submitted for the Cannes Young Lions 2025 digital competition
Copywriter: Alana Beiman
In 2022, more than 73,000 overdose deaths involved fentanyl. This potent synthetic opioid is up to 50 times stronger than heroin and 100 times stronger than morphine. However, Naloxone, a life-saving medication that reverses opioid overdoses, has played a crucial role in preventing even more fatalities.
“IT’S ALWAYS WITH US” is more than a campaign about Naloxone. It symbolizes the trauma. The memories. The fear. The love. The grief. The anger. The heartbreak. The unanswered questions. They’re always with us.
Carrying Naloxone isn’t just about having a life-saving tool; it’s about relieving the burden of ‘what if.’ With fentanyl driving the crisis, it’s a reminder that when the moment comes, readiness is there.
WEIGHT OF OVERDOSE
Opioid overdoses are a persistent and urgent crisis, impacting individuals, families, and communities. The rise of fentanyl has made this crisis even more deadly, increasing the risk of fatalities. Those affected—whether individuals at risk, loved ones, or first responders—carry the weight of that experience with them, leaving lasting trauma and memories. Naloxone is more than just a life-saving medication—it represents something much deeper: preparedness, hope, and the power to act when it matters most.
SHIFT THE NARRATIVE
Naloxone shifts the weight of overdose
from grief and fear to action and relief.
Instead of carrying the weight of uncertainty and loss, having Naloxone on hand offers reassurance in critical moments.
The phrase “IT’S ALWAYS WITH US” speaks to both the physical presence of Naloxone and the lasting impact of overdose on individuals and communities.
AWARENESS INTO ACTION
Evocative storytelling and symbolic visuals emphasize Naloxone’s emotional and practical importance, inspiring communities to carry it not just as a medication, but as a lifesaving commitment.
EVERDAY ITEMS, REIMAGINED
Through iconic, minimalist embroidery, IT’S ALWAYS WITH US garments serve as both a statement and a reminder. The permanent embroidery symbolizes the lasting pain of overdose and the steady reassurance that carrying Naloxone offers. Seamlessly blending style with purpose, these items normalize preparedness and spark conversations that can save lives.
The branded sweatshirt pocket and a tote bag emphasize the convenience of carrying Naloxone alongside everyday essentials like keys, gum, lip gloss, and a wallet.
Awareness in Every Thread
We’re using print ads as a platform to connect with fashion-forward individuals who share our mission. This isn’t just about clothing—it’s about making a statement. Through eye-catching visuals and meaningful designs, our campaign sparks conversations, raises awareness about the fentanyl crisis, and highlights the life-saving impact of Naloxone.
Fentanyl Kills, Naloxone Saves
A citywide billboard takeover amplifies IT’S ALWAYS WITH US messaging to the largest audience in the simplest form. Bold yet minimalistic icons illustrate the ease of carrying Naloxone—just as effortless as tossing keys, gum, or a wallet into a bag. Infused with familiar city favorites, each design adapts to different locations, making the campaign versatile, relatable, and locally relevant.
STORIES OF LOVE, LOSS, AND ACTION
Through personal stories, those closest to this issue—survivors, loved ones, and first responders—share their firsthand encounters with fentanyl overdose. They share how Naloxone saved, or could have saved, a life so deeply cherished.
Their voices encourage others to listen, reflect, and take action. These stories don’t fade; they live on in memories, carried forever by those who experienced them.
Connect with their reality. Feel the impact. Understand how to avoid what can feel unavoidable.
It’s always with us
is more than a campaign; it’s a movement to normalize carrying Naloxone, shift perceptions, and spark life-saving conversations in the face of the fentanyl crisis. By integrating this message into fashion, city spaces, and personal storytelling, it spreads awareness about the devastating impact of fentanyl while reaching communities in a way that is accessible, relatable, and deeply impactful.
