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W.H.O.

World Health Organization:
Dead Signal

AWARD:
Professional Bronze, Young Glory

BRIEF:
Fentanyl is a highly toxic and addictive opioid.
Inform young people of its dangers to decrease overdoses.

IDEA:
The first PSA that murders your phone.

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How do you keep people at risk away from a deadly drug?
You meet them where drug experimentation runs rampant: At music festivals.

And how do you make the threat of death seem real to people who feel invincible?
You murder something near and dear to them: Their smartphones.

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The World Health Organization will partner with major network providers.
Together, they'll shock crowds of thousands at a time.

By geotargeting people at major music festivals, the telecom providers
will temporarily shut off cell and data services.

They'll use the Emergency Alert System to blame the dead signal
on a ruthless killer: Fentanyl.

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Festival attendees will then receive texts from their service providers,
warning them of the danger and leading them to a mobile site.

As these texts are sent out, service will be reactivated.

Let’s keep all the party animals alive.

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Spec work
CW: Evan Miguel
AD: Jose Ramirez