Fentanyl Awareness Campaign Aimed at Youth Launches in Kansas City
Kansas City recently opened up an important conversation about fentanyl overdoses with its brand-new awareness campaign, Unfinished Legacies. This initiative used a creative twist to target local youth by bringing back the voices of three young individuals who lost their lives to fentanyl overdoses, all under the age of 25. It’s a heart-wrenching but powerful project aimed at saving lives.
The Faces Behind the Messages
The campaign was creatively brought to life at the historic Gem Theatre in the 18th and Vine district, where attendees got to witness the AI-generated versions of Jaden Anderson, Victor Avalos Marmolejo, and Jordan Coburn. The three young adults appeared on screen, introducing themselves with a casual, “Hi, I’m Jaden. I’m Victor. Hey, I’m Jordan.” But the reality is far from casual; all three lost their lives due to the effects of fentanyl.
The city spent $50,000 on this initiative, with the United Way of Greater Kansas City matching those funds, while the agency Barkley offered its services on a pro bono basis. Kansas City’s Mayor, Quinton Lucas, highlighted the campaign as an evolution from anti-drug messages from decades past. Unlike the classic “Just Say No” slogan promoted during the Reagan era, this campaign focuses on the personal stories of those affected by drugs.
A Stark Reality
The statistics regarding fentanyl in the area are chilling. Over the past five years, deaths associated with fentanyl have surged by over 1,000%, especially among young adults between 18 and 24 years old. According to the health department chief science officer, Alex Francisco, overdoses are the second leading cause of death for that age group and rank fourth citywide.
A striking analysis by local medical examiners showed that from 2019 to 2022, fentanyl-related fatalities across nine counties in the Kansas City area increased by 584%. Jackson County saw an even greater increase, with a staggering 654% jump in fentanyl deaths.
Personal Stories That Hit Home
Among the most touching segments of the campaign is the story of Jordan Coburn. AI-generated Coburn starts with, “I can’t believe I’m dead.” His narrative highlights a past incident where he sought help for back pain after a car accident and tragically ended up overdosing at just 23 years old, just a month before welcoming his second child. His mother, Juanita Coburn, stated they fight against drug use head-on to prevent other families from experiencing their horror.
Similarly, Jaden Anderson’s voice reminds viewers of the unexpected dangers that can lurk in a friend’s gesture. At age 21, she believed she was given Xanax but instead fell victim to fentanyl, leaving behind heartbroken family members. “No one wants to be the face of something like this, but I want to share my story if it can help someone else,” her AI-generated version sincerely expresses.
Victor Marmolejo, only 16 when he died, didn’t think it would happen to him. In a video, he touches upon the misconceptions around fentanyl, stating that he thought people who used it were fine, not knowing it would lead to his tragic end. His sister, Erika Gaitan, plans to share his story to ensure both adults and younger generations learn from his fate.
A Different Approach to Drug Awareness
Mayor Lucas emphasized the need for a shift in how drug awareness is handled, suggesting that traditional campaigns are not resonating with the youth of today. “What we don’t do is meet each person. We don’t get to see their life recreated,” he articulated, stressing the urgency of having relatable spokespeople share real experiences.
As part of the initiative, there is a keen focus on utilizing social media platforms where today’s youth actively engage. Lucas stressed the goal of making fentanyl seem “uncool,” similar to how smoking once was stigmatized in schools through peer influence.
Looking Ahead
While there is no data yet on the campaign’s effectiveness, local officials are hopeful that engaging youths through the stories of those affected by fentanyl will help deter potential users. With a rising number of fatalities — more than 850 individuals in the Kansas City area since 2018 — the urgency behind this campaign can’t be overstated. Local leaders believe sharing these powerful, personal stories could create a ripple effect, saving lives and fostering understanding while redefining how the community approaches drug awareness.
It’s still too early to tell just how successful this new initiative will be, but one thing is clear: Kansas City is doing its best to ensure that the legacies of those lost to fentanyl persist and serve as a warning to others.
