Homeless Children's Network's Jabali Campaign Continues to Combat the Opioid and Fentanyl Crisis

San Francisco, CA – The opioid and fentanyl crisis continues to cast a long shadow over communities nationwide, with San Francisco's Black and African American residents facing a disproportionately devastating impact. In response, the Homeless Children's Network (HCN), in strategic partnership with the San Francisco Department of Public Health, launched the Jabali Awareness & Education Campaign – a vital, ongoing effort to educate, destigmatize, and connect individuals and families to life-saving resources. We are pleased to announce that the campaign has successfully completed its initial phase and commenced its second flight on May 19th, building on its powerful momentum.

Phase I: Laying the Groundwork for a Healing-Centered Movement (January - March 2025)

The Jabali Campaign officially launched in January 2025, immediately setting a tone of community-rooted healing. The initial phase began with a public call to action and a compelling letter from Dr. April Silas, centering the lived experiences of Black San Franciscans affected by the crisis.  

A robust social media strategy was deployed, with campaign announcements posted across Instagram and LinkedIn. Messaging focused on critical themes such as trauma, healing, stigma, and harm reduction, emphasizing that "Healing-centered care is rooted in liberation and justice for our people". This digital outreach also teased an upcoming video series, promising powerful first-person stories from Jabali program participants and clinicians.  

February 2025 marked a pivotal moment with the launch of the "Storytelling in Motion" video series. These impactful narratives premiered on YouTube and social media, featuring:

• Clarence Lee, who bravely discussed his personal loss to fentanyl and his ongoing healing journey.

• Kenneth Hampton, who shared his experience of systemic trauma and the immense strength required for recovery.

• Kamani, a Jabali youth advocacy participant, who highlighted the importance of staying involved in school and surrounding oneself with positive influences.  

These videos formed the emotional core of the campaign, amplified through both paid advertisements and organic social media posts. Website referrals during this period showed increased time spent on Jabali-related pages, indicating strong audience engagement.  

By March 2025, the campaign's visibility expanded significantly with the launch of "Real Talk" billboards across key San Francisco locations, including Divisadero at Grove and 6th & Skyway. Complementing these, C-Store (convenience store) posters were placed in ten strategic locations, reaching deeply into neighborhoods most affected by the crisis. The reach of these outdoor advertisements was substantial:  

• Premiere Panel (6 weeks): 2.7 million total impressions, averaging 449,000 weekly.  

• Ellis & Jones (4 weeks): 262,000 total impressions, averaging 65,600 weekly.  

• Divisadero & Grove (4 weeks): 256,000 total impressions, averaging 64,000 weekly. 

• C-Store Posters (6 weeks): A remarkable 4.8 million total impressions, averaging 802,000 weekly.  

Digital advertising also yielded impressive results, with display ads generating over 971,000 impressions and reaching 192,081 unique individuals, resulting in 5,936 clicks (0.61% CTR). Paid social ads achieved 402,770 impressions, reaching 201,594 unique individuals, with 2,343 clicks (0.58% CTR) and over 200,000 instances of engagement (likes, shares, comments).  

Community presentations were another cornerstone of Phase I, receiving overwhelmingly positive feedback. Attendees praised the authenticity and energy of the facilitators, describing the sessions as "positive, informative, and engaging". Crucially, 46 respondents committed to sharing the learned content with family or community members, 41 pledged to raise awareness, and 34 indicated they would carry Naloxone moving forward, demonstrating a direct impact on community action and preparedness.  

Phase II: Deepening Outreach and Expanding Impact (Beginning May 19th)

Building on the strong foundation laid in its initial months, the Jabali Awareness & Education Campaign commenced its second flight on May 19th. This new phase is designed to deepen outreach, particularly in neighborhoods most impacted by the crisis and within the LGBTQIA+ community.  

Looking ahead, Phase II will focus on:

• Expanding Storytelling: Additional participant videos are currently in production, promising more powerful first-person accounts to further destigmatize substance use and promote healing.  

• Enhanced Resource Distribution: HCN plans to broaden the reach of life-saving resources, ensuring they are accessible to those who need them most.  

• Community Engagement: The campaign will explore more in-person community events and educational forums, fostering direct dialogue and support networks.  

• Youth Advocacy: There is a growing momentum towards engaging youth more deeply through the Jabali Youth Advocacy track, empowering the next generation to be part of the solution.  

The Jabali Awareness & Education Campaign is a movement dedicated to fostering a well-informed and proactive public, committed to mitigating the opioid and fentanyl crisis and promoting culturally responsive, trauma-informed healing within San Francisco. With the launch of its second flight, HCN continues its vital work, transforming challenges into opportunities for healing and empowerment. Want to request a presentation or training? Let us know!