100,000 people die from fentanyl overdoses every year in the U.S. Fortunately, there is a life saving drug that can reverse this, called Narcan, which is handed out in schools and often kept by opioid users. But Narcan 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 Narcan on YouTube, but oftentimes the tutorials are lengthy, and preceded by ads.

“The Life Saving Pre-Roll” is a media innovation that replaces irrelevant pre-roll ads before Narcan tutorials on YouTube, with another Narcan 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 Narcan 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.