Rhode Island has been heavily impacted by the opioid crisis, recording one of the highest overdose death rates in the United States. In 2022, the state experienced 436 overdose deaths—the highest number ever recorded—with 72% involving fentanyl. The “Small Amount” campaign aimed to raise awareness of the dangers of fentanyl, emphasizing that even a small amount can cause a fatal overdose. Our objectives were to:
By directly reaching communities experiencing significant increases in overdoses, we encouraged immediate action to protect at-risk individuals.
In 2022, Reach deployed a multi-phase media strategy for the “Small Amount” campaign, utilizing social media, billboards, bus shelter ads, and movie theater ads to raise awareness. Recognizing the need for a more targeted approach in 2023, we launched a pilot text messaging program to respond to Rhode Island Overdose Action Area Response (ROAAR) events, marked by statistically significant spikes in overdose incidents.
By closely monitoring public health surveillance data, we identified geographic areas experiencing these spikes. In response, we sent scripted text messages to residents of the affected communities, warning them about overdose “hotspots” and providing a link to order free naloxone kits. Follow up messages were sent to ensure engagement and offer continued support.
The campaign expanded in 2024, sending messages across nine zip codes with different calls to action. For example, the first series of messages in March 2024 focused on ordering naloxone, while the second included links for both naloxone and fentanyl test strips. Each phase was closely monitored for response and engagement rates, allowing us to adjust strategies dynamically.
2023 ROAAR Events Campaign Summary
The campaign strategically targeted residents in areas experiencing statistically significant spikes in overdose incidents. Reach responded to 7 ROAAR events, sending 260,233 text messages that resulted in over 5,720 clicks and 2,449 direct responses, achieving an overall CTR of 2.2% and an engagement rate (clicks and responses) of 3.1%. The click-through rates (CTR) consistently exceeded industry benchmarks, with standout performances in key areas:
2024 Campaign Summary
In 2024, the campaign expanded with targeted messaging across 9 zip codes in Rhode Island. In March, Reach sent two separate rounds of text messages to promote overdose prevention resources further:
Campaign Recognition and Impact
The Rhode Island Current recognized the campaign’s impact in their article, Accidental overdose deaths in R.I. down 7.3% in 2023, marking the first decline in four years:
“In recent years, government agencies and community partners have worked to increase education, awareness, and treatment while removing barriers that prevent access. That includes a targeted text message campaign in overdose hotspots warning of risks of fentanyl contamination and offering access to free, mail-order naloxone and naloxone training.”
Overall, the campaigns’ targeted, data-driven approach contributed to the 1,706 naloxone statewide requests recorded during the months when Reach sent texts, and 7,995 accessed the resource PreventOverdoseRI.org.
By leveraging timely and targeted communication, the “Small Amount” text messaging campaign effectively reached high-risk individuals, raised awareness, and facilitated access to life-saving resources.
