FORT WAYNE, Ind. (ADAMS) – The City of Fort Wayne will debut two new public service announcements on Monday, July 20, part of an ongoing community awareness campaign funded through the National Opioid Settlement.
The PSAs — “Before It’s Too Late” and “Keep Talking. It Sticks.” — ask parents and caregivers across northeast Indiana to start conversations with their kids about drug use before it’s ever offered to them, and to recognize that overdose can affect any family, regardless of background.
The City released the following:
“Before It’s Too Late”
This spot confronts a common misconception head-on: that overdose only happens to “someone else’s kid.” The PSA follows a family through the ordinary moments many will recognize—the straight-A student, the athlete, the kid with attentive parents, to make the point that opioids do not discriminate based on who a person is or what their life looks like. It closes with the campaign’s central call to action: talk, ask, and pay attention before it’s too late.
Produced by Blacklight Media
“Keep Talking. It Sticks.”
This animated PSA speaks directly to the discomfort many parents feel about broaching the subject at all. Framed from a teen’s point of view, it walks through everyday moments, at the lunch table, at a party, on the couch with friends, where a parent’s earlier words resurface. The message: research shows kids who talk with a parent about drugs before they’re ever offered them are half as likely to use. Parents don’t need a script or a single big conversation, just the willingness to keep showing up and keep talking.
Produced by Punch Films
“Every family in Fort Wayne deserves to feel equipped to have hard conversations before tragedy strikes. These PSAs aren’t just messages — they’re an invitation to talk, to listen, and to show up for each other. No family is immune to this crisis, and no family should face it alone.” said Mayor Sharon Tucker
Both PSAs will air on broadcast television, streaming and digital media beginning Monday, July 20.
They’re part of a broader resource hub, “Talk. Ask. Pay Attention,” available now at cityoffortwayne.in.gov/keeptalking, which connects families to free, trusted support organizations, including:
Partnership to End Addiction — parent helpline and coaching; text HELP to 55753 or visit drugfree.org
Teen Line — peer-to-peer support hotline and text line for youth; 1-800-852-8336 or text 494949, teenline.org
Naloxone (Narcan) Access — locate free or low-cost naloxone at overdoselifeline.org
SAMHSA National Helpline — free, confidential, 24/7 treatment referral in English and Spanish; 1-800-662-4357
DEA Drug Take-Back Locator — find a site to safely dispose of unused prescription opioids
Indiana DMHA Treatment Locator — search by ZIP code for certified treatment providers, in.gov/fssa/dmha
The PSAs are funded through Fort Wayne’s share of the National Opioid Settlement, which directs resources from litigation against opioid manufacturers and distributors toward prevention, treatment, and recovery efforts in communities across the country.
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