Alameda County experienced a devastating surge in opioid overdose deaths — a nearly 100% increase in just two years. The crisis wasn’t hitting everyone equally. Black residents accounted for more than a quarter of deaths. People experiencing homelessness represented nearly a third. The communities bearing the greatest burden were also the least served by existing systems.

D&A built an equity-first public education campaign that put resources where the need was greatest. Grounded in community research and shaped by lived experience, the campaign delivered culturally relevant, judgment-free messaging in eight languages — across paid media, digital channels, and direct community partnerships — to reduce stigma, build trust, and drive help-seeking behavior in Alameda County’s hardest-hit zip codes.