Bilingual Campaign to Combat Overdose Stigma Launched

Los Angeles County has unveiled “Rewriting LA County’s Story,” a bilingual public awareness campaign aimed at reducing stigma around drug use and expanding access to overdose prevention services.

The initiative seeks to build trust with communities affected by substance use, promote life-saving resources, and support ongoing efforts to curb overdose deaths. Officials say the campaign is designed to reach both English- and Spanish-speaking residents across the county.

Overdose remains the leading cause of death for adults under 50 in Los Angeles County, surpassing fatalities from gun violence and car crashes. Public health officials describe it as the county’s largest preventable cause of death.

The campaign is part of a broader strategy to address the opioid crisis and other substance-related harms through education, outreach, and community engagement.

Christina Ghaly, director of the Department of Health Services, said, “We invite the public to learn more about the comprehensive services available across Los Angeles County — and to join us in rewriting LA County’s story. With this work, we want to prevent people from landing in our emergency rooms after overdoses. We are connecting individuals with the support they need to achieve healthy, stable and fulfilling lives and we are treating them with the dignity and respect they deserve.”

Community engagement takes place through neighborhood events, billboards, radio spots, social media, and a community engagement bus. Campaign materials feature stories of resilience and recovery, with images and videos available at a dedicated website. At the launch event at the Homeless Outreach Program Integrated Care System (HOPICS), visitors attended speeches, a naloxone demonstration, and a tour of the drop-in center. Campaign images were also presented on the engagement bus.

Despite a 22 percent drop in overdose deaths in 2024 — the largest single-year decrease on record — over 2,400 people died last year, with persistent disparities affecting Black and Latino residents.

Barbara Ferrer, director of the Department of Public Health, said, “About 95 percent of people with a substance use disorder do not seek treatment, not because they don’t want help, but because our systems have not always made it safe or welcoming to do so. We can and must do better. Through compassion and connection, we can reach individuals living with substance use disorders through harm reduction programs, drop-in centers, outreach teams, and campaigns like this one. It is a reminder that every person’s story matters. It challenges us to see people not by their lowest moments, but by their capacity to heal, recover, and contribute.”

Research partners surveyed more than 1,600 residents and found strong support for harm reduction and overdose prevention services, such as naloxone distribution, addiction treatment medications, and neighborhood health hubs that provide a range of services under one roof.

Yolanda Vera, senior deputy for Health & Wellness for Los Angeles County Supervisor Holly Mitchell, said, “This campaign turns empathy into action. It’s about courage and community, resilience and recovery. It shines a light on people with lived experiences and Los Angeles County staff and partners who are saving lives every day through handing out naloxone and providing a wide range of services.”

Rewriting LA County’s Story, guided by research, seeks to shift perceptions, foster understanding, and connect residents with lifesaving services for prevention, harm reduction, treatment, and recovery. Learn more at https://bylaforla.org.

Los Angeles County Department of Health Services. 313 N. Figueroa St., Los Angeles. Phone: (213) 240-7785 and info@dhs.lacounty.gov. Website: https://dhs.lacounty.gov/