Office of naTION DRUG CONTROL POLICY (ONDCP)
“83% of American don’t do drugs”
The Position
Translating a National Strategy Into Public Action
The 2026 National Drug Control Strategy required a bold, unified approach spanning public health, youth prevention, faith-based community support, and international supply-chain security.
ONDCP’s challenge was communicating this complex framework to vastly diverse audiences, from families, youth, and faith leaders to global embassies, law enforcement, and policymakers. Core priorities ranged from reducing overdose deaths and youth prevention to eliminating chemical precursors and targeting narco-terrorists in the Western Hemisphere.
Our role was to turn high-level federal policy into social-first content that people could understand, share, and act on. The goal went beyond simple awareness to drive true prevention, trust, and measurable public impact.
The Strategy
Building a Message Framework Around Prevention, Protection, Faith, and Global Cooperation
We developed a communications strategy that made the 2026 National Drug Control Strategy urgent, human, and coordinated across six core message pillars:
Reducing Overdose Deaths: Delivered compassionate, resource-driven messaging focused on treatment access, recovery support, and life-saving information.
Reaching Youth ("Champions Play Healthy"): Shifted social norms using the powerful statistic that 83% of Americans don't use drugs, inspiring kids and teens toward healthy, drug-free choices.
Engaging Faith & Communities: Elevated faith leaders and spiritual organizations as trusted frontline partners to reduce stigma, support families, and connect communities to recovery resources.
Targeting Narco-Terrorist Networks: Communicated the public safety and national security imperative of disrupting transnational cartels operating across the Western Hemisphere.
Eliminating Chemical Precursors: Translated complex supply-chain logistics into clear messaging on stopping the flow of raw materials used to manufacture synthetic drugs.
International Diplomacy: Highlighted global cooperation with international leaders, embassies, and foreign partners working collectively to address trafficking, border security, and regional public safety.
What We did
We executed a comprehensive strategy translating the 2026 National Drug Control Strategy into a unified digital portfolio spanning domestic public health, youth marketing, faith outreach, and international security.
Core Deliverables & Highlights:
High-Profile Athlete PSAs: Bridged public health with mainstream sports culture via campaigns with Tim Ream (USMNT/World Cup), Randy White (NFL HOF / "Coaches vs. Overdoses"), and Drew Dober & Mackenzie Dern (UFC).
International & Security Comms: Highlighted global diplomacy, embassy collaborations, anti-trafficking efforts in the Western Hemisphere, chemical precursor elimination, and narco-terrorist disruption.
Youth & Public Health Campaigns: Designed "Champions Play Healthy" assets leveraging the statistic that 83% of Americans don't use drugs, alongside essential overdose-reduction and treatment resources.
Faith & Community Toolkits: Created shareable digital toolkits equipping faith leaders to lead local prevention and recovery conversations.
Multi-Audience Strategy: Managed cross-platform content tailored for diverse segments—from policymakers and global embassies to youth and sports fans.
Key Results & Impact Metrics
Total Views: 24M+
Paid Media Managed: $350K+ at an ultra-efficient ~$0.02 CPV
Paid Views: 18M+
X (Twitter) Monthly Impressions Growth: Scaled from 275K to 1.83M (6.6× increase)
X Total Impressions: 4.2M (Nov 2025 – Mar 2026)
Audience Growth: 10,700+ net new followers
Record Peak Performance (Single Day): 371K impressions · 1,846 follows
