"We Keep Each Other Safe": The Development and Implementation of a Harm Reduction Health Communication Campaign to Prevent Fentanyl Overdoses.

BackgroundFentanyl overdose deaths rose precipitously in the United States from 2015 to 2022, dramatically outpacing all other drugs. Within Texas, Travis County (Austin, Texas) has the highest fentanyl overdose death rate across the state, surpassing larger metro areas such as Houston and Dallas. Local research indicates that many users are aware of fentanyl in the drug supply, but few utilize harm reduction behaviors, indicating the need locally for improved messaging and education among people who use drugs (PWUD). As such, the local health department approached our team to develop a culturally competent, evidenced based health communication campaign rooted in harm reduction principles intended for PWUD as part of a multi-pronged effort to reduce fentanyl-related overdose deaths locally. ObjectivesThis paper describes the process of creating and disseminating the campaign entitled, "In Austin, We Keep Each Other Safe," as well as a discussion of broader implications for future research and public health efforts.ResultsUtilizing previous research, an environmental scan, and a community-engaged approach, we developed and disseminated a mass media campaign focused for PWUD locally.Conclusions/Importance. Findings of this work support previous research that harm reduction approaches are best poised to support PWUD by providing non-stigmatizing, fact-based information to make informed choices and practice safer substance consumption. Finally, we advocate that by centering both evidence-based strategies with a community-engaged approach, it is possible to create meaningful health communication campaigns that can impart important, time-sensitive health information effectively to marginalized and niche audiences.