Since January 1, the Riverside County Sheriff’s Department seized more than 3.7 million fentanyl pills and nearly 400 pounds of fentanyl powder, according to Sheriff Chad Bianco. “That amount of fentanyl is enough to kill nearly 94 million people or enough to kill the entire population of California twice,” Bianco said.
To inform the community about the deadly drug and underscore how fentanyl deaths affect all races, ethnicities, and socioeconomic groups, the county recently launch the Faces of Fentanyl Awareness Campaign.
“This is a very dangerous drug,” Second District Supervisor Karen Spiegel said. “Our goal is to bring all the different disciplines together to share information, data, and resources, with the mission to prevent poisonings.”
During a recent Faces of Fentanyl launch event, county leaders shared facts and information on the alarming rise of fentanyl deaths in Riverside County, which increased from 28 deaths in 2017 to 406 deaths in 2021. This year, fentanyl deaths are expected to top last year’s highest number.
“Fentanyl has killed hundreds of people and yet many in the community know little about the drug until it impacts their families,” Riverside County Public Health Officer Dr. Geoffrey Leung said.
District Attorney Michael Hestrin said his office is dedicated to taking a tough stance on prosecuting fentanyl drug dealers. “We must prosecute these cases because it just might save someone’s life and bring justice to a family who has seen a family member lose theirs,” Hestrin said.
Led by Supervisor Spiegel and Third District Supervisor Chuck Washington, a multi-disciplinary ad-hoc committee meets regularly to combine resources to address this epidemic. The committee brings together the Executive Office, Riverside University Health (RUHS)-Behavioral Health, RUHS-Public Health, RUHS-Medical Center, Department of Public Social Services, District Attorney, Emergency Management Department, Probation Department, and Sheriff’s Department.
“Pairing skilled behavioral health therapists with law enforcement is a crucial part of our field response,” Washington said. “Oftentimes, deputies are the first to encounter someone who is in a mental health emergency or who is overdosing. Having a behavioral health therapist with law enforcement provides immediate therapeutic care to many people on some of the worst days of their lives. This service helps people get into treatment.”
The Faces of Fentanyl campaign is centered around the statement “You are not the exception. Don’t be another Face of Fentanyl.” The slogan will appear in public service announcements, animated graphics, static posts, and billboards in both English and Spanish. The advertisements can be seen across Riverside County and social media channels through January 2023.
Earlier this year, the Riverside County Board of Supervisors approved $300,000 for the advertising placements. All creative assets were made by county employees, and a local marketing agency was hired to place the advertisements.
For more information about fentanyl, visit www.FacesofFentanyl.net.
