How do we combat the Fentanyl epidemic, without judging drug users?
The fact of the matter is that people are taking party drugs and dropping dead. An alarming number of drugs like cocaine, MDMA, and even weed are being laced with fentanyl. It killed more than 366,000 people in 2019. FentCheck is dedicated to combating this crisis.
FentCheck's solution is simple: Get fentanyl test strips into bars across San Francisco. It's not about judgement. It's not even about rehabilitation. It's simply about surviving the night.
We want you to survive the night
FentCheck is a harm reduction nonprofit based in San Francisco. We provide fentanyl test strips and education to recreational drug users. Simply, our goal is to get test strips into bars and restaurants across the
We speak with a sincere and non-judgmental voice. We help them feel savvy about drug safety and we equip them to educate their peers about fentanyl testing. We believe that providing access to fentanyl test strips will help recreational drug users survive the night.
We aim to make drug user more self aware about the increasing prevalence of fentanyl in party drugs. We partner with local artists, activists, and community leaders to remove the stigma of drug testing.
This we believe
During the strategy workshop, we reflected on FentCheck's perception of themselves. We listed several dozen adjectives to describe their values, audience, voice, feelings, impact, and x-factor.
Yes, we're talking to you
FentCheck was asked to list their three top target audiences, as they relate to their needs. Their most pressing need was getting test strips into the hands of drug users, so they dedicated the first audience personas to service users. Their second most pressing need was recruiting volunteers. They dedicated their third audience persona to their ideal donor.
The Service User
The Ideal Donor
Be the guide, not the hero
Nonprofits too often position themselves as the hero of the story. It is far better to position yourself as a guide to the hero. Based on Donald Miller's book Building a Story Brand, we crafted a "story" that positioned the primary target audience as the hero, and FentCheck as the guide.
Fancing meeting you here
We know who we want to reach. We know what we want them to act on. We even know how we would like to talk to them. But how do we catch their attention, pique their interest, build their trust, and earn their loyalty? A marketing funnel helps us understand how to do just that.
Brand Positioning and Marketing Deck
Put it all together
Using the insights from the brand audit, strategy workshop, and personal research, we created a comprehensive brand positioning and marketing deck. This deck is an anchor for any marketing or fundraising campaign. They can use this deck to create relevant social media posts, apply for grants, hire a web designer, and so much more.