1 Pill Can Kill Placer campaign expands efforts to combat fentanyl crisis

Data shows fentanyl-related deaths declining in 2024

Published April 29, 2025

Today, on National Fentanyl Awareness Day, the Placer County 1 Pill Can Kill Placer campaign released its annual update reaffirming the county's collective commitment to fighting the fentanyl crisis.

Key campaign updates from the past year include:

• Launch of state's first fentanyl probation educational program, a cross-agency effort
• Debut of new PSA garnering statewide acclaim
• The District Attorney's Special Prosecutions Unit has continued to prosecute fentanyl death cases; has now cumulatively filed six fentanyl death cases; of which three received convictions (including the county's first jury conviction); three are pending; all six investigated by the Opioid Response Team
• New substance use treatment options coming on board, including the debut of "The Harbor," a new recovery facility now open in Roseville

Beginning today, the new PSA will also be part of a renewed advertising campaign geared at young adults 18-24 that will also promote widespread access to naloxone, including web and movie theater promotions.

In 2024, preliminary data show fentanyl-involved deaths decreased in Placer County to approximately 23, mirroring some nationwide downward trends.

"Placer County continues to lead the charge against fentanyl with innovation, collaboration and resolve. Our efforts are saving lives," said District Attorney Morgan Gire. "We will not relent in our pursuit of justice, prevention and healing for our community."

The 1 Pill Can Kill Placer campaign has now held 91 student assemblies at middle and high schools throughout the county, reaching over 40,000 students in addition to 27 parent info nights.

In 2024, organizations across Placer County received 9,576 naloxone kits from the state's Naloxone Distribution Project to hand out in the community - about one-third of the total kits received by Placer organizations since the project's inception in 2018.

"Substance use is a complex issue that requires both compassion and urgency. As we continue to educate youth and equip adults with lifesaving tools, we're also investing in treatment infrastructure that supports long-term recovery," said Health and Human Services Director Dr. Rob Oldham.

In 2024 the Placer County Sheriff's Office seized 24 pounds of fentanyl (enough to kill more than 5.4 million people) and made 98 fentanyl arrests. The Placer County Opioid Response Team is leading efforts to develop investigative techniques treating fentanyl overdoses as homicides. Detective Patrick Craven, lead investigator in all six fentanyl death cases filed by the Placer DA's Special Prosecutions Unit, has been central to this work. His expertise prompted the Placer County Sheriff's Office to host statewide training to equip law enforcement with the skills to investigate fentanyl deaths as homicides.

"The work of our Opioid Response Team is personal. Every life lost to fentanyl is a person who mattered," said Placer County Sheriff Wayne Woo. "We will use every resource at our disposal to hold dealers of this poison accountable. It won't be tolerated in our community."

For more information on Placer County's initiatives to combat the fentanyl crisis, visit 1pillcankillplacer.com. To locate free naloxone, dial 211.