Sabina Sabe
A familiar voice. A vital conversation.
A fentanyl overdose-prevention campaign for Colorado’s Spanish-speaking community. Sabina brings a warm, recognizable human voice to a difficult and important conversation.
- My contribution
- Original campaign concept
- Collaboration
- Hispanidad Agency / CDPHE
- The scope
- Original campaign concept
- Spanish-language film & radio
- Outdoor, social & digital
The challenge
Communicate a serious public-health topic in a way that feels approachable, personal, and culturally relevant. The campaign needs to invite attention while preserving the gravity of the message.
The approach
Give the message a familiar voice. Sabina carries the idea from a coffee conversation to radio, billboards and social posts, keeping a serious subject approachable and culturally relevant.
A familiar voice, on screen and on air.
The same campaign idea, adapted for 30-second film, a 15-second cutdown and radio.
A familiar conversation opens the door to a serious message. Spanish-language campaign film with English subtitles.
The shorter Spanish-language film carries the same voice and message into a compact format.
Read the campaign script
Spanish
A Paco le dio una sobredosis de fentanilo con una pastilla que le dieron. ¡Llamaron al 9-1-1 y con naloxona le salvaron la vida! Pastilla desconocida, arriesga tu vida. [Texto en pantalla: Aprende sobre el fentanilo y cómo la naloxona puede salvar vidas en SabinaSabe.org.]
English translation
Paco overdosed on fentanyl after taking a pill someone gave him. They called 9-1-1, and naloxone saved his life! Unknown pill, risk your life. [On-screen text: Learn about fentanyl and how naloxone can save lives at SabinaSabe.org.]
The campaign’s conversational voice, translated into sound.
Read the campaign script
Spanish
[Sonido de una llamada telefónica conectándose.] Sabina: ¡Hola, habla Sabina! Te cuento ¡que Toñita casi se nos va por una sobredosis! Una amiga le dio una pastilla para el dolor de ciática… ¡y traía fentanilo! Su hijo llamó al 9-1-1 y con naloxona le salvaron la vida. Ahora hasta yo traigo uno. Porsi. Por eso siempre digo: pastilla desconocida, arriesga tu vida. Bueno, ya sabes. ¡Bye! Narrador: Infórmate sobre los peligros del fentanilo en SabinaSabe.org.
English translation
[The sound of a phone call connecting.] Sabina: Hi, it’s Sabina! You won’t believe it—Toñita almost died from an overdose! A friend gave her a pill for her sciatica… and it had fentanyl! Her son called 9-1-1 and naloxone saved her life. And now I carry one with me, just in case. That’s why I always say: Unknown pill… risk your life. Anyway, now you know. Byeee! Narrator: Learn about the dangers of fentanyl at SabinaSabe.org.
Project credits
Original campaign concept: Gerardo García-Jurado, developed with Hispanidad Agency for the Colorado Department of Public Health and Environment (CDPHE). Selected supplied campaign applications and brand-guideline excerpts; archival creative, not independent medical guidance.
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