Voices That Could Have Been: How AI Brings Kansas City’s Fentanyl Victims Back with a Warning

In response to Kansas City's skyrocketing fentanyl overdose deaths—a 1,190% increase over five years—the local United Way and agency BarkleyOKRP launched "Unfinished Legacies," an AI-driven campaign aimed at educating young adults about the dangers of counterfeit pills. This campaign uses deepfake technology to re-create the voices and likenesses of three young overdose victims, who were unknowingly exposed to fentanyl. The re-created individuals, whose stories were shared with permission from their families, speak directly to viewers about their lives, expressing regrets and warning against taking risks with unverified substances.

The campaign strategically focuses on the 18–35 demographic, who are more influenced by peer perspectives than government messaging. These AI-generated stories appear on popular platforms like Snapchat, social media sites, and Spotify, aiming to reach young people where they are most active and vulnerable to drug transactions. Alongside the digital presence, Kansas City also organized a launch event, distributing 1,000 units of Naloxone to counteract potential overdoses, reinforcing the life-saving intent of this project.

Snapchat is a key channel for this initiative, highlighted as a high-risk space for drug-related transactions. BarkleyOKRP's Chief Creative Officer, Katy Hornaday, emphasized that this peer-oriented approach leverages relatable, personal stories to deter drug purchases and raise awareness about fentanyl’s deadly risks. Drawing comparisons to previous campaigns tackling social issues with AI, “Unfinished Legacies” seeks to create an emotional, peer-driven conversation rather than relying on traditional scare tactics.

Full story at AdWeek.