Rewriting LA County’s Story
Learn MoreIssue
Overdose Prevention Progress
Location
United States
Date
FALL 2025
Problem
Negative stereotypes and harmful narratives cause progress on overdose prevention to go unseen in Los Angeles, pushing people who use drugs into the shadows and blocking expansion of critical services.
Solution
Shining a light on the people and programs already changing narratives and improving their communities can allow momentum and progress to continue to build.
Campaign
A powerful bilingual campaign to fight stigma, expand access to lifesaving services and celebrate community-led progress in turning the tide on overdose in Los Angeles County, “Rewriting LA County’s Story” was launched in October 2025 in partnership between Vital Strategies and LA County public health and human services officials. It represented a major milestone in using strategic communication testimonial storytelling combined with key local data to challenge negative stereotypes and share progress, including that overdose deaths fell 22% in 2024 in the largest single-year drop on record for the County. The campaign included billboards, radio and digital ads, a branded community-engagement bus, events and media coverage and a campaign hub with stories, data and resources.