Nonprofit: City of Kansas City

One pill can be your friend’s last.

Friends don’t let friends die: The truth about fentanyl risk.

The Stakes

Fentanyl was quietly becoming Kansas City’s deadliest killer, especially among young adults. With fentanyl-related deaths up 1,190% over five years, the City of Kansas City and United Way needed to break through apathy and misinformation; and fast.

The Friction

Most young people didn’t see themselves as at risk. They trusted pills from friends, unaware that even one could be fatal. Traditional PSAs were easy to ignore, either too clinical, too preachy, or too out-of-touch, to spark change.

The Shift

BarkleyOKRP flipped the script: using AI and deepfake tech (with family approval) to resurrect the real voices and likenesses of three young overdose victims. Their final messages were delivered peer-to-peer through Snapchat takeovers, Spotify ads, billboards, and even their own dormant social media accounts: turning tragedy into testimony

The Lift

The campaign struck a nerve, and a chord. With 15.1MM earned impressions, 20.3MM+ OOH views, and national media coverage, Unfinished Legacies didn’t just raise awareness, it sparked conversation, changed perceptions, and helped push local fentanyl deaths into decline. AI didn’t just bring voices back—it gave a city the will to act.