Running an overdose awareness and education campaign for a large county health department comes with unique challenges. These campaigns must navigate public perception, political sensitivities, complex stakeholder dynamics, and barriers to engagement, especially when addressing vulnerable and diverse populations.

Many people harbor strong negative biases toward individuals who use drugs. This stigma can hinder public support for campaigns and the willingness of affected individuals to seek help. Likewise, messaging that appears sympathetic to individuals who use drugs can be misinterpreted as condoning drug use. Misconceptions about harm-reduction strategies (e.g., naloxone distribution, safe use sites) can lead to public resistance or political backlash. Misinformation may spread rapidly through social media, undermining factual campaign messages.

Content moderation and censorship on social media platforms, such as Meta, can also be challenging. Meta’s algorithms are designed to detect and restrict content related to drugs and substance use and misuse, preventing illicit sales and promotion. However, these filters often sweep up education, prevention, harm-reduction, and public health messaging. Educational ads and organic or paid posts may be flagged, suppressed, or removed, delaying campaign timelines and reducing reach. The appeals process is cumbersome and inefficient, often taking days or weeks to resolve, which can be critical during a time-sensitive campaign rollout. And, even after an appeal, Meta may not provide a clear explanation or resolution, leaving campaigns in limbo.