Contact Jennifer to learn about how we can deliver results for you.
Contact Jennifer to learn about how we can deliver results for you.
Cuyahoga County Naloxone Access Campaign
Reaching those who did not see overdose risk as relevant to them
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.
Helping people stay ready for what matters most
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.
“This campaign meets people where they are. Not Ready to Quit makes naloxone part of everyday life. It not only encourages people to carry it without stigma but also helps our community move closer to recovery.”
Jill Smialek, Deputy Director Cuyahoga County Public Safety and Justice Services
What can KW2 do for you?
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