Drake Cooper Drops 'All It Takes Is Everything' Fentanyl Campaign
Independent agency Drake Cooper has launched a new installment of its ADDY award-winning Fentanyl campaign, “All It Takes is Everything,” for Idaho’s Office of Drug Policy. Now in its third year, the campaign has successfully changed perceptions, increased knowledge, and in year one contributed to a 7.81% reduction in overdose deaths in Idaho, showcasing the power of purpose-driven storytelling.
“By sharing with Idahoans the information they need to recognize the dangers of fentanyl, we are helping prevent tragedies before they happen,” said State of Idaho Governor Brad Little. “This effort is making a difference — raising awareness, encouraging conversations, and empowering people to act. When we equip Idahoans with knowledge, we strengthen our ability to keep communities safe and protect the next generation of Idahoans.”
The latest installment of “All Takes is Everything” continues to avoid the usual shock and drama of typical anti-drug campaigns and instead promotes a common-sense approach. A series of digital/social films, OOH billboards, and radio spots warn people to hit “PAUSE” when offered the drug and consider the fact that half of all Fentanyl pills contain a potentially lethal dose. The new campaign mantra is "Pause because Fentanyl doesn't play." The campaign also directs listeners to fentanyltakesall.org.
View the spots here: Lunch Break, Party, Living Room
“This campaign is deeply meaningful to us because it’s about more than awareness—it’s about saving lives,” said Drake Cooper CEO Mindy Stomp. “In year three, we challenged ourselves to find new ways to break through and make the message impossible to overlook, encouraging people to pause before making a potentially life-threatening decision.”
The new campaign underscores the notion that the danger of Fentanyl is easiest to miss when nothing feels wrong. Three short-form videos freeze on a familiar moment — a house party, a quiet living room, a construction worker on lunch break — and walk us through the red flags before real time resumes. An OOH billboard supporting the launch was created with UV paint, so that the messaging glows intensely after dark.
“We shifted in this third year of the campaign to a more specific device, focusing on the moment of “pause” that might just save a life,” said Drake Cooper Executive Creative Director Patrick Hoopes. “By using a mnemonic repeated across the entire campaign, we were able to bring more visual interest to the campaign, but also further drive home the central point.”
