CONCORD – Gov. Kelly Ayotte and the state Department of Health and Human Services recently announced the launch of Unlabeled, a new statewide fentanyl-prevention campaign designed specifically for youth and young adults.

The campaign, informed by youth voices across the state, reflects New Hampshire’s ongoing commitment to addressing substance use and overdose prevention.

“We’ve lost too many young people to fentanyl and other deadly drugs,” said Ayotte. “As we continue working to get this poison off our streets, it’s important that our young people can have conversations about the real risks of counterfeit and unlabeled pills not only with parents, teachers and other trusted adults, but also with each other. This campaign will help youth and young adults know the facts, understand the risks, and look out for each other and I thank DHHS for spearheading this critical effort.”

“We have a collective responsibility in every community to keep our youth and young adults informed and safe,” said DHHS Commissioner Lori Weaver. “When communities can share accurate information in honest conversations, we are demonstrating prevention in action. Unlabeled is designed to make those conversations between our youth and the people who care about them credible, easier and more frequent.”

Unlabeled was created with direct input from youth and young adults across New Hampshire, incorporating feedback from colleges, young adult organizations and hundreds of youth who participated in focus groups and testing panels. Their insights shaped every part of the campaign, ensuring that its messages and visuals are real, authentic and trustworthy.

The campaign aims to help young people recognize the risks of counterfeit and unlabeled pills, which can often contain fentanyl. Feedback from youth revealed that while most young people have heard of fentanyl, many still struggle to identify substances that may contain it. The Unlabeled campaign aims to provide information on fentanyl through honest, fact-based education.

Unlabeled is grounded in evidence-based prevention frameworks and emphasizes practical safety strategies, while remaining conversational and human-centered. Its creative strategy focuses on clarity and youth empowerment, making space for honest, supportive conversations. The campaign is connected to broader behavioral health supports within DHHS’s Strong as Granite ecosystem. Ads will appear on social media platforms visited most frequently by youth and young adults and will include digital, print, and out-of-home placement in locations across the state.

For more information on Unlabeled, visit www.unlabeled.nh.gov.