Continuing the life-saving work of raising awareness and dialogue around illicit and counterfeit street drugs, the South Carolina Department of Behavioral Health and Developmental Disabilities (BHDD) has released a fresh message for its Open Conversations campaign. This ad spotlights a lethal phenomenon known as the “chocolate chip cookie effect.” Because the fentanyl in street pills is unevenly distributed, the shoddy production makes them even more deadly and harder to accurately evaluate with test strips.
From agency Chernoff Newman, “He’s a Bit of a Pill” features a pill character crafted from questionable materials who takes viewers into his life (and right into his living room), uncovering the lethal possibilities in a fresh, engaging and unsettling way. The spot airs February 8, with additional campaign work to follow. The South Carolina Midlands will see it during the Super Bowl, and the rest of South Carolina will see it throughout the Olympics and beyond.
