Storytelling and The New Drug Talk: What We’ve Learned from Song for Charlie

Overdose deaths among young people are beginning to decline, an encouraging sign that prevention and education efforts are making a difference. But the crisis is far from over. Nearly half of American teenagers still do not know that fake prescription pills sold on social media, on campuses, and on the street are being made with fentanyl. According to the CDC, from 2019-2024 more than 2,500 youth ages 10-24 died each year from fentanyl, primarily through counterfeit pills (2024 Provisional Data).

Ed and Mary Ternan, who lost their son Charlie to a counterfeit pill, chose to turn their tragedy into a mission of education and awareness. As founders of Song for Charlie, they have become leaders in showing how storytelling can save lives, and we are proud to be their partners in this effort. By focusing on content and education, they have stepped forward as trusted messengers to the audiences that most need this information. Through our partnership, we have been fortunate to create impactful content and to learn, in real time, what works and what does not when the goal is to save lives.

We believe it is crucial to explore and shine a light on the solutions that are working. Storytelling has proven to be one of the most powerful tools in this fight.

Speaking to Youth

Our work with Song for Charlie began by reaching young people directly. Social media storytelling was the starting point, designed for platforms like TikTok, Snapchat, and Instagram. These campaigns combined facts with personal stories, creating authentic content that sparked meaningful peer-to-peer dialogue and made the risks of fake pills relatable. From the outset, the goal was to strike the right balance between the human side of this crisis and the statistics that show its scale.

As the work grew, youth engagement expanded into schools. The centerpiece is Real Talk About Fake Pills, a 20-minute film piloted last year with Los Angeles Unified School District to more than 170,000 student viewers. More than 400,000 students across the country are expected to see the film this fall. The results have been powerful: 83% of teens reported being less likely to misuse pills after engaging with Song for Charlie programs. Students ask to share the film with their families, and educators describe it as the resource they had been waiting for. This is a clear example of how the right storytelling tool can shift knowledge, attitudes, and behavior at scale.

Song for Charlie’s The New Drug Talk equips families and schools to discuss fentanyl risks with honest, harm-reduction guidance.

Across these channels—social content, classroom films, and school assemblies—we learned that the most effective message for youth is an empowering one. Teens respond less to warnings about their own mortality and more to reminders that they have the power to save a friend’s life. Striking the right balance between data and empathy has been key to connecting with them. Hearing directly from bereaved families, like the Ternans, has also been deeply impactful, putting a face to those left behind and creating moments of empathy that data alone cannot achieve.

Speaking to Adults and Educators

We also recognized early on that this work could not stop with youth. Parents and educators need tools and confidence to have these difficult conversations. They want to protect the young people in their lives, but traditional “just say no” campaigns left them without effective guidance.

The launch of The New Drug Talk reflects what we have learned from decades of prevention campaigns that fell short. Instead of abstinence-only messages, this resource provides adults with practical frameworks for honest harm-reduction conversations. The New Drug Talk equips them to meet young people with empathy, credibility, and actionable guidance, helping adults step into their role as trusted messengers in homes, classrooms, and communities.

What Works (And What Doesn’t)

Through this work, several lessons have emerged that can inform future statewide efforts. Peer-to-peer ambassadors are essential. Young people listen to one another, and programs that equip students with the tools and structure to lead conversations in their own communities reach further and last longer. Framing the issue around saving others is critical. Teens are less motivated by warnings about their own mortality; what resonates is the chance to protect their friends and keep their communities safe. Messaging that emphasizes collective responsibility has consistently proven more effective. Data builds trust. Measurable results, such as the 83% shift in teen behavior, help decision-makers and communities see what works and sustain programs over time.

We are fortunate to now have clear evidence of what falls short and what makes a difference. By working with Song for Charlie, we have learned to move away from outdated approaches and lean into honest, empathetic, and peer-led storytelling that meets people where they are and ultimately saves lives.

Building What Comes Next

The recent decline in overdose deaths shows that progress is possible. It’s a reminder that prevention and education efforts, when done well, can save lives. We have seen how thoughtful storytelling—whether through a TikTok clip, a classroom film, or a parent resource—can change behavior and strengthen communities. These results are proof that when the right messengers and the right tools come together, lives are saved.

As California considers how to deepen its response to the fentanyl crisis, the lesson is clear: to reach young people, we must speak their language, equip the adults in their lives with practical tools, and scale peer-to-peer programs that empower youth to protect each other. It is also critical to address diverse communities with culturally resonant content like Song for Charlie’s La Nueva Drug Talk. This is the model Song for Charlie has built, and we are proud to have learned alongside them how to bring these strategies to life.

Still from the Spanish version of The New Drug Talk — La Nueva Drug Talk — showing how to check for slow or absent breathing during a suspected overdose.

Now is the moment to build on what works, expand programs that already demonstrate impact, and ensure every community has access to proven approaches that keep kids safe. Together, we can continue to change the conversation and give young people the knowledge and support they need to protect one another.

Turning complex challenges into trusted communications.

At Wondros, we design strategy, messaging, and creative content that build trust and shift behavior. From peer-led narratives to classroom-ready films, we help health organizations reach their audiences—and deliver real-world results.

Talk with our team → [email protected]