Overflow is thrilled to announce that we have won a Silver Award in the 5th Annual Anthem Awards in the Local Health Awareness Category for the fentanyl awareness campaign, You Never Know.
You Never Know was created in response to the rise in fentanyl-related harm and death among young people in Kansas. It educates 13–25-year-olds on the dangers of fake pills disguised as other medications but made with deadly fentanyl. YNK raises awareness through a Gen Z-relevant brand, audience-specific digital ads, a micro website and social norms messaging to promote harm reduction and healthy behaviors, especially among youth in Kansas at higher risk of early or social experimentation.
The campaign’s goals and objectives included: increasing awareness about fentanyl and promote harm reduction strategies among young people in Kansas; employing social norm messaging to correct misperceptions and promote healthy behaviors; reaching specific audiences through a targeted digital ad strategy; and ultimately, reducing harm and saving lives.
Digital ads in the campaign’s first year generated 9M impressions, 632K video views at 100% completion and 23K clicks to the campaign micro-website, youneverknowjoco.org. Since ads were only served to 15-to-24-year-olds in Kansas, we are confident the results represent real, local young people who heard these critical messages and took action to learn more.
You Never Know 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. It is now in its second year and has expanded to include adult audience messaging.
Anthem Winners are selected by the International Academy of Digital Arts and Sciences. Judges for the 5th Annual Anthem Awards include Nancy Brown, Chief Executive Officer, American Heart Association; Anjelika Lours’ Kour, Creative Director & Managing Partner, DD.NYC®; Miguel Castro, Head of Global Media Partnerships, Gates Foundation; Belén Frau, Global Communication & Positioning Manager, IKEA; Heather Malenshek, SVP & Chief Marketing Officer, Land O’Lakes, Inc.; Singleton Beato, Global EVP, Chief DEI Officer, McCann Worldgroup; Trovon Williams, Sr. Vice President of Marketing & Communications, NAACP; Lauren Garcimonde-Fisher, Vice President of Brand, Planned Parenthood; Roma McCaig, Chief Public Affairs and Impact Officer, REI Co-op; Brett Peters, Global Lead, TikTok for Good, TikTok; and Michelle Waring, Steward for Sustainability and Everyday Good, Tom’s of Maine, among others.
The 5th Annual Anthem Awards received more than 2,000 submissions from 42 countries worldwide. By amplifying the voices that spark global change, the Anthem Awards are defining a new benchmark for impactful work that inspires others to take action in their communities.
About Overflow:
At Overflow, we help changemakers create stories and experiences to get ideas adopted. Our suite of services ranges from multi-media campaigns and social impact platforms like Zero Reasons Why® to full-scale event production and meeting planning. From story design and content creation to all aspects of meeting logistics and event production, we energize groups and move innovation forward for the common good. Learn more at overflowco.com.
About The Anthem Awards:
Launched in 2021 by The Webby Awards, The Anthem Awards honors the purpose & mission-driven work of people, companies and organizations worldwide. By amplifying the voices that spark global change, we’re defining a new benchmark for impactful work that inspires others to take action in their own communities. The Anthem Awards honors work across seven core causes: Diversity; Equity, Inclusion, & Belonging; Education; Art & Culture; Health; Human & Civil Rights; Humanitarian Action & Services; Responsible Technology; and Sustainability, Environment & Climate. This season’s sponsors and partners include AARP, Virgin Hotels NYC, The Bloom, The Social Innovation Summit, Sustainable Brands, NationSwell, and TheFutureParty. The Anthem Awards were founded in partnership with the Ad Council, Born This Way Foundation, Feeding America, Glaad, Mozilla, NAACP, NRDC, WWF, and XQ.
About The Webby Awards:
Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards is the leading international awards organization honoring excellence on the Internet, including Websites & Mobile Sites, Video & Film, Advertising, Media & PR, Podcasts, Social & Games, Apps, Software & Immersive, Creators, and new this year, AI. Established in 1996, The Webby Awards received nearly 13,000 entries from all 50 states and over 70 countries worldwide last year. The Webby Awards are presented by the International Academy of Digital Arts and Sciences (IADAS). Sponsors and partners of The Webby Awards include WP Engine, Meltwater, KPMG, NAACP, WSJ, Fast Company, Deadline, The Hollywood Reporter, Morning Brew, The Hustle, AIGA NY, and The Publish Press.