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County previews opioid-abatement marketing campaign; launch set for Aug. 21
Summary
The county’s opioid abatement program contractor previewed an August 21 launch of a county-run marketing and education campaign focused on stigma reduction, family resources and treatment navigation funded from opioid settlement funds.
Brevard County commissioners heard a preview July 22 of a marketing and education campaign funded through opioid abatement settlement money and run by a contracted marketing firm. Staff said the county qualified for opioid settlement funds after resolutions adopted in 2021 and has budgeted marketing/education work under the county’s abatement plan.
“We performed community listening, which entailed seven town halls across the county, and a community survey,” Greg, a CTS marketing consultant, told the board. He said the firm’s research showed heavy demand on first responders and emergency rooms, strains on child‑welfare services tied to caregiver substance use, and frequent encounters in public facilities such as parks, libraries and transit.
Key messages for the campaign will include stigma reduction to encourage help‑seeking; resources and navigation help for family members; information on medically assisted treatment and naloxone; and youth substance‑use prevention. The contractor said it would target platforms and partners matched to audiences — print, digital, television, social media and local nonprofits — and planned an initial launch on August 21, Fentanyl Awareness Day, with media buying finalized before October.
Background: Brevard County adopted a 2021 resolution joining the state opioid abatement plan and has been designated a qualified county to receive settlement funds; staff estimated the county could receive up to roughly $44 million over 18 years if full settlements are paid. The board previously approved a first‑year marketing and education contract in November 2023 after an RFP.
Why it matters: The campaign is the county’s primary public outreach effort tied to opioid‑settlement abatement funds and is designed to promote prevention, harm reduction and navigation for treatment in Brevard.
No vote was required July 22; staff said the campaign will be county‑owned online and will continue as a multi‑year effort subject to contract renewals and reporting requirements under settlement rules.
