The taste test that could save a life.
The Problem to Solve
The opioid crisis began in the 1990s with the over-prescription of pain-relief drugs. But in the past few years, it has become a national epidemic with more potent (and less expensive) opioids like fentanyl being cut into recreational drugs like heroin and cocaine. Last year, fentanyl killed over 40,000 people in Canada and the U.S. - at least 5,000 of those deaths attributed to fentanyl-laced cocaine. Fentanyl is impossible to see, smell, or taste, and the smallest grain of it can end in fatality.
During The Garden’s research into this issue, we discovered a test strip that can detect the presence of fentanyl, potentially saving a life. Realizing it's a complicated path to stop drug addiction, we approached the challenge by making people aware of the dangers of fentanyl while offering up a solution for those who still choose to use drugs. In partnership with DanceSafe, a U.S. not-for-profit focused on drug awareness and harm reduction, we created a PSA that parodied the famous cola taste challenge of yesteryear. We recorded live footage of our “taste test” and distributed the video content across North America via social media and digital channels.
Earning attention from 20+ media outlets, The DanceSafe Coke Challenge activation amassed 152,000 earned impressions and was named to the finalist list of Fast Company’s 2020 World Changing Ideas.