Driving a 45% increase in naloxone access in the Cleveland area

In 2023, Cuyahoga County recorded its highest number of overdose deaths on record, driven largely by fentanyl contamination that made every drug unpredictable. Yet stigma and low perceived risk kept many from carrying naloxone. Traditional warnings failed to connect with people who did not identify as “users.” The County needed a campaign that could meet people where they were, speak without judgment, and make naloxone feel like a simple act of care for oneself and others.

KW2 created Not Ready to Quit, a campaign built on honesty and care. The message worked both ways: not ready to stop using, but not ready to lose what matters most. By grounding harm reduction in self-preservation and connection, the campaign reframed naloxone as readiness, not risk. Through partnerships with local harm reduction and recovery groups, and a mix of out-of-home, digital video, paid social, and audio, this mixed media effort reached more than 8.4 million impressions, drove thousands to acquire free naloxone, supported a 45% increase in naloxone access points, and aligned with Cuyahoga County’s first decline in overdose deaths after years of record highs.