LA County has launched Rewriting LA County’s Story, a new bilingual anti-stigma campaign to increase awareness of and access to overdose prevention services, combat stigma for people who use drugs and sustain the progress made in reducing overdose deaths.

Neighborhood events, billboards, radio spots, social ads, and a community engagement bus will highlight how LA County is overcoming the overdose crisis with new approaches. The campaign features the contributions of community partners who save lives every day by building trust and connecting individuals to health care, substance use treatment, lifesaving supplies, jobs and more. A new website — https://bylaforla.org — also includes images and videos of resilient individuals who rewrote their own stories.

Overdose deaths dropped by 22% in LA County in 2024 – the largest single-year drop on record. But there is still more work to do. More than 2,400 people died last year, and disparities exist for Black and Latino residents. Overdose remains the largest preventable cause of death in LA County, killing more than gun violence and car crashes combined, and is the leading cause of death for adults under age 50.

“Today, we invite the public to learn more about the comprehensive services available across Los Angeles County — and to join us in rewriting LA County’s story,” said Dr. Christina Ghaly, Director of the Department of Health Services. “With this work, we want to prevent people from landing in our emergency rooms after overdoses. We are connecting individuals with the support they need to achieve healthy, stable and fulfilling lives and we are treating them with the dignity and respect they deserve.”

“About 95% of people with a substance use disorder do not seek treatment, not because they don’t want help, but because our systems have not always made it safe or welcoming to do so,” said Dr. Barbara Ferrer, Director of the Department of Public Health. “We can and must do better. Through compassion and connection, we can reach individuals living with substance use disorders through harm reduction programs, drop-in centers, outreach teams, and campaigns like this one. It is a reminder that every person’s story matters. It challenges us to see people not by their lowest moments, but by their capacity to heal, recover, and contribute.”

LA County’s new efforts were shared during an event Wednesday at Homeless Outreach Program Integrated Care System that included speeches, a demonstration on how to use naloxone, a tour of the HOPICS drop-in center, and an opportunity to see the images of the campaign on the community engagement bus. Campaign images can be found here.

“This campaign turns empathy into action,” said Yolanda Vera, Senior Deputy for Health & Wellness for LA County Supervisor Holly Mitchell. “It’s about courage and community, resilience and recovery. It shines a light on people with lived experiences and LA County staff and partners who are saving lives every day through handing out naloxone and providing a wide range of services.”

In preparation for the public awareness campaign, LA County’s research partners conducted a survey of more than 1,600 Los Angeles County residents in English and Spanish. The results showed overwhelming support for harm reduction and overdose prevention services as part of pathways to recovery. Those services include naloxone distribution, medications for addiction treatment and new neighborhood health hubs. The hubs offer education, prevention, harm reduction, food, health care, treatment and more under one roof.

Rewriting LA County’s Story is a bilingual public education campaign guided by research. Rewriting LA County’s Story aims to shift perceptions, foster understanding, and connect residents with lifesaving services across prevention, harm reduction, treatment, and recovery. Learn more at https://bylaforla.org.