The Faces of Fentanyl campaign shows there is no typical user, and so too, the tactics and creative assets to address the crisis must not be typical of a government campaign. As the deadly and potent fentanyl crisis continues to take more lives every year, the County of Riverside is fighting fentanyl on all fronts. Drawing upon the expertise from several county departments, the county launched a campaign to increase awareness of the deadly drug and reduce fentanyl deaths. Many communications pieces around fentanyl come from either the law enforcement angle or the behavioral health angle. The Faces of Fentanyl campaign brought different disciplines together to create a multi-agency collaboration. The data, best practices and talking points were gathered from health departments, human services agencies and law enforcement departments to form one cohesive message. All creative assets were produced with in-house resources, following a rigorous research process.