Where Science Sparks Action

Remember a time when the idea of death didn’t revolve around fentanyl. A world where, statistically speaking, if you were going to die today, it wasn’t going to be from an overdose. Back when death was a rare thought, and if you did imagine it, it was in some epic scenario, like fighting three bears with your bare hands. Yeah, they got you in the end, but it cost two of them their lives. That was the kind of world we had—the kind where, statistically speaking, if today was the day you were destined to go, it was not going to be from a fentanyl overdose.

Fast forward to 2023, and fentanyl has emerged as the leading cause of death for Americans aged 12 to 45, surpassing car accidents, gun violence, and even cancer. If the fact you no longer need to picture your epic death at the hands of 3 bears makes you mad, the fact that these are not just numbers—but families facing empty seats at the dinner table, graduations without their brightest stars, and futures that will never be realized—should make you MAD AF.

The Science Behind Our Strategy

Traditional awareness campaigns have failed us—their well-intentioned but ineffective strategies a testament to their own irrelevance. Before we unveil the components of our approach, we must first recognize what doesn’t work. We’re not here to rehash the same tired playbook that has proven monumentally unsuccessful in addressing the fentanyl crisis.

• Overwhelm audiences with excessive messaging
• Rely on fear rather than empowerment
• Overlook how people genuinely learn and change behaviors
• Focus on impersonal statistics instead of compelling stories
• Lack sustainable funding models

Our 3 part strategy or trifecta overcomes these challenges by harnessing three powerful psychological principles:

1. Social Learning Theory
2. Self-Determination Theory
3. The Von Restorff Effect

Each principle is impactful on its own, but when combined, they create something extraordinary—a self-sustaining system that turns individual actions into lasting community transformation.

Part I: Weekly Action—Harnessing the Power of Trust

Picture this: you come across a warning about fentanyl from an unknown source. Chances are, you’d scroll past it. Now, imagine receiving that same warning from your neighbor, your cousin, or a close friend. Suddenly, it carries weight. This is Social Learning Theory in action.

The Science of Social Learning

In 1977, psychologist Albert Bandura revealed that people learn best from those they trust. His research demonstrated that when information is shared through trusted networks, individuals are:

• Four times more likely to remember it
• Three times more likely to share it
• Five times more likely to use that information when making a decision

This insight should play a key factor in any campaign wanting to create a message that people actually remember. A full overview can be found HERE.“

How Weekly Actions Work

Instead of overwhelming people with endless messages, we focus on delivering one impactful piece of information each week. When thousands of us share the same message within our trusted circles, we initiate something remarkable:

The Trust Cascade Effect

1. You share our weekly Action (a quick 5-minute task).
2. It reaches 50-75 people who know and trust you.
3. 15-20 of them engage deeply with the information.
4. 2-3 make potentially life-saving decisions.
5. Some of them share it further, creating new cascades.

Each additional exposure through a trusted source amplifies the message’s impact, increasing:

• Message retention by 40%
• Likelihood of action by 35%
• Probability of sharing by 25%

The Impact of Weekly Actions

When a significant portion of a community participates in Weekly Actions, we can reach a “tipping point.” Research indicates that when just 10% of a community consistently shares vital information:

• Community awareness surges by 40% within three months on average.
• Conversations about the information shared are 215% more frequent on average

Most importantly, these changes have staying power. While traditional campaigns often see their message and information all but forgotten after one month, information acquired from friends and people we trust sticks with 85% of people for life.

Part II: Community Initiatives—Transforming Passion into Power

Old-school prevention programs often dictate what people should do. We flip the script. Inspired by Self-Determination Theory, we ask: What do you love doing? Then, we help you use that passion to make a difference.

The Power of Authentic Action

Researchers Edward Deci and Ryan discovered that people effect the most lasting change when they’re simply being themselves. Our findings show that initiatives grounded in personal talents last three to four times longer than prescribed programs.

So we decided to motivate people to pursue doing what they love while raising awareness about the dangers of fentanyl. After reflecting on what truly motivates individuals in their daily lives, the answer was clear: Greenbacks. Dead presidents. Benjamins. Dough. Moolah You know, the stuff—Money. So, Beginning in December 2025, we’re injecting significant resources into these passion-driven initiatives. Through our Capital Pool, we will be awarding community members who create tangible impact, from the sales of our product line The amount awarded will depend on sales, as it will be a fixed percentage of the total revenue, with the final distribution based on votes from our members, who will decide which initiatives have the greatest impact. Learn more about how we use Self-Determination Theory.

“Examples of Possible Initiatives”

• Artists create murals that inspire thousands daily.
• Musicians craft songs that embed crucial information into hearts and minds.
• Athletes host events that blend physical activity with awareness.
• Teachers weave safety messages into their curriculum.
• Business owners transform their spaces into hubs of community resources.

The Impact Awards: Fueling Change

• First Place: 35% of the award pool
• Second Place: 20% of the award pool
• Third Place: 15% of the award pool
• Seven Runners-Up: 3% each (21% total)
• Ten Honorable Mentions: 0.9% each (9% total)

Part III: The Visual Movement—Standing Out to Make a Difference

Back in 1933, psychiatrist Hedwig von Restorff uncovered a fascinating phenomenon: people remember the unexpected. When something breaks the norm, it leaves a lasting imprint. We’ve designed our entire visual presence around this principle.

The Psychology Behind Our Symbol

“When someone spots ‘Mad AF’ on a shirt or sticker, their brain embarks on a rapid journey. To truly understand the science behind how it works, you can get the full picture HERE. Below is a short overview.”

1. Initial recognition (within 13 milliseconds)
2. Pattern interruption (at 100 milliseconds)
3. Curiosity trigger (by 200 milliseconds)
4. Memory formation (around 400 milliseconds)

This sequence creates what’s known as a “cognitive pattern interruption,” a moment when the brain is exceptionally open to new information.

The Daily Impact

Every time someone dons Mad AF gear or displays our symbol:

• 20-30 daily opportunities to start those life saving conversations are presented
• 5-6 meaningful conversations ignite
• 2-3 individuals will use the information they received to make a smart decision

Reaching the Tipping Point

Research shows that when just 10% of a community can identify something

• Recognition rates soar above 80%
• Message retention doubles
• Conversations about it become a natural part of daily life
• With a strong message like MAD AF its expected community behavior patterns could begin to shift significantly

How It All Comes Together: The Capital Pool

Despite our best efforts, we couldn’t build a business model based on endless fundraisers and begging for money to tackle the fentanyl crisis while leaving enough time to actually make a difference. Hats off to those who figured that out. Instead, we took a conventional route—like any business should—generating our own capital to meet our goals. And we did it in a way that saves lives.

Laugh or raise an eyebrow if you want, but let’s be real: no matter what you call it—campaign, initiative, awareness—it all boils down to sharing information. Statistics, facts, personal stories—they’re all aimed at helping someone make smarter decisions and avoid becoming another tragic number. Yet, with organizations like DARE spending billions annually, fewer than 20% of people know how dangerous fentanyl is. According to the DEA, it’s just 13%. One-third of the population thinks it’s only as dangerous as any other drug. That means 4 in 5 people have no real understanding of the threat.

That’s where we are today—people simply don’t know. The obvious solution is to start sharing the facts, right? But imagine a stranger approaching you and striking up a conversation about fentanyl. How would that go? It’s not as easy as it sounds.

When you leave the house wearing our gear, it changes the game. People notice. At the gas station, in a store, on the street—people ask questions, yell “hell yeah,” or walk up just to shake your hand. But more often than not, you hear things like “What’s fentanyl?” or “What’s so bad about it?” Occasionally, even, “Why are moms and dads against fentanyl?”

Each of those moments is a chance—a life-saving opportunity to have a conversation that people actually listen to. Instead of assuming you’re an addict or avoiding you, they engage. That’s how we are able to save lives while generating, the capital needed to fund our capital pool.

The Capital Pool

We Use the capital pool to supports the creation of fresh content for our Weekly Actions, powers initiatives like the upcoming Impact Awards and our Free Gear Program.

• 50% funds the Impact Awards
• 20% supports community initiatives
• 20% Free gear program
• 10% drives strategic growth

This creates a virtuous cycle where:

• Every share strengthens community trust.
• Every initiative builds lasting change.
• Every visual cue prompts action.
• Every success paves the way for future growth.

Join the Movement

Ready to be part of a groundbreaking approach to combat the fentanyl crisis? Here’s how you can get involved:

Start with Weekly Actions

• View This Weeks Action
• Share it with your network.
• Track the impact you’re making.

Launch a Community Initiative

• Explore our Action Index for ideas
• Find the perfect starting point that aligns with your passions.
• Build a personalized impact strategy.

Amplify the Visual Movement

• Get your Mad AF gear and wear it proudly.
• Apply for our Free Gear Program if needed.
• Join The Sticker Vault and spread the word.
• Start conversations that could save lives.

Support Resources

We recognize that this mission can be emotionally challenging. That’s why we offer comprehensive support:

Treatment & Prevention Resources for those in need.

Crisis Support for immediate assistance.

Grief Support to help you navigate loss.

Family Resources to strengthen your household.