Overflow is proud to announce that You Never Know® has received an Award of Excellence in the 32nd Annual Communicator Awards.
The Award of Excellence is the highest honor given by the Communicator Awards, which recognizes work that demonstrates excellence, effectiveness and innovation across marketing, communications and creative disciplines. This year’s competition received more than 3,000 entries from agencies, global brands, production studios, in-house communications teams, design firms and public relations firms around the world.
The Communicator Awards described this year’s winners as work that broke through with “the right message, medium, and moment.” For You Never Know, that standard reflects the heart of the campaign: reaching young people with life-saving information in a way that feels clear, direct and relevant for them. For Overflow, this recognition reflects the kind of work we believe in most: strategic storytelling designed to help important ideas take root, spread and ultimately, save lives.
Strategic Storytelling in Service of Public Health
You Never Know was created in response to the rise in fentanyl-related harm and death among teens and young adults in Kansas. The campaign was designed to make an urgent public health message feel relevant, credible and actionable for young people. From campaign strategy and creative production to digital advertising and content development, the work reflects Overflow’s approach to idea adoption: combining behavioral insight, creativity and human connection to help critical messages move from awareness to action.
Through a Gen Z-relevant brand, audience-specific digital ads, campaign microsite, video content and social norms messaging, You Never Know educates young people and the adults who care about them of the dangers of fake pills made with fentanyl and disguised as other legitimate medications. Since its launch in 2024, You Never Know has generated more than 17 million impressions, 825,000 completed video views and 47,000 clicks to the campaign microsite.
The campaign was developed as a collaborative effort between Keepin’ Clean for Coop, the Johnson County Prevention and Recovery Coalition, Johnson County Mental Health Center and Overflow.
Recognition Among Leading Creative Work
The 32nd Annual Communicator Awards honored standout work from organizations including The Walt Disney Company, Special Olympics, PepsiCo, PwC, Marriott International, Lenovo, Penn Medicine and many others. Winners are sanctioned and reviewed by the Academy of Interactive & Visual Arts, an invitation-only body of more than 1,000 industry leaders from top brands, agencies and institutions. We are honored for You Never Know to be recognized alongside creative work from global organizations using communication to inform, inspire and move people to act.
About Overflow
Overflow is a meetings and creative production agency helping changemakers create stories and experiences to get ideas adopted. Our suite of services ranges from meeting planning and incentive travel to full-scale event production, multimedia campaigns and social impact platforms. From story design and content creation to event production and strategic communications, we help organizations move ideas forward for the common good. Learn more at overflowco.com.
About The Communicator Awards
The Communicator Awards recognizes excellence, effectiveness and innovation across all areas of communication. For 32 years, the program has provided an opportunity for companies, agencies, organizations and independent creators to be honored, regardless of team size or project budget. The Communicator Awards are sanctioned and reviewed by the Academy of Interactive & Visual Arts.