Facts Fight Fentanyl – California Department of Public Health

As fentanyl continues to impact communities in California, the California Department of Public Health’s Substance and Addiction Prevention Branch aims to reduce overdoses by increasing awareness of its dangers and the life-saving benefits of naloxone.

Compared to the general population, Asian Americans show lower rates of substance use and awareness due to traditional upbringings or political climates in their home countries. However, we recognized that second-generation Asian Americans and international students face higher risks, as cultural clashes, social pressures, and evolving identity can increase susceptibility.

To effectively reach both acculturated youth and older, in-language-preferred audiences, we adopted a tailored and straightforward messaging strategy suited to their readiness—delivering basic facts through 15-second videos, digital banners, and social posts in English, Chinese, and Korean that establish fentanyl knowledge before teaching audiences to use naloxone.

We partnered with trusted Asian media like NextShark to authentically engage youth. Simultaneously, for older, in-language-preferred audiences, we utilized Chinese-exclusive platforms to penetrate digital “walled gardens.” Additionally, we worked with university student organizations to deliver harm reduction resources through familiar channels like WeChat, ensuring accessibility and visibility where it was needed most.