DEA: "One Pill Can Kill" - Game Over Tournament

We helped the DEA reach over 60,000 youth through a national eSports tournament, delivering life-saving fentanyl awareness in a fresh, culturally relevant way.

The Client

U.S. Drug Enforcement Administration (DEA)

The Campaign

One Pill Can Kill – Game Over Tournament

The Challenge

Reach a difficult-to-engage youth demographic with a compelling, potentially life-saving message about the dangers of fentanyl misuse.

Our Role

TRG created, organized, marketed, and fully implemented the One Pill Can Kill Game Over Tournament, including branding, content creation, celebrity engagement, tournament logistics, and digital outreach. We led the entire process from concept to execution.

The Outcomes

Hosted three Rocket League esports tournaments in Louisiana, Pennsylvania, and New England (in-person)

795,300

+

unique viewers across platforms

78,118

+

combined peak concurrent viewership

17.9

minutes of viewing time per participant average

3000000

+

ad and marketing impressions

The campaign was viewed as a major success by the DEA, proving esports can be a powerful, culturally relevant vehicle for public health messaging to youth

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