111,029 people die from overdoses every year in the U.S. 68% of those due to fentanyl. Fortunately, there is a life saving drug that can reverse this, called Naloxone, which is handed out in schools and often kept by opioid users. But Naloxone is only effective if it is administered within 2-3 minutes of the overdose. Making every second count.

During these emergencies, it is very common for people to search for tutorials on how to administer Naloxone on YouTube, but oftentimes the tutorials are lengthy, other content might even be preceded by ads.

“The Life Saving Pre-Roll” is a media innovation that places this vital, life-saving information in pre-roll ads across YouTube, featuring a shorter, quickly accessed Naloxone tutorial. This way, people can get to the life-saving content as fast as possible.

Using a hyper-targeted approach, alongside a generous media donation by YouTube, these pre-roll PSAs provided people with the most concise, distilled step-by-step guidance available on YouTube on how to administer Naloxone in the shortest amount of time, meeting this immediate need in mere seconds, precisely when every second is literally a matter of life and death.