Gov. Greg Abbott launches new 'One Pill Kills' video with Texas college football coaches

HOUSTON — A new video public service announcement aims to raise awareness and educate high school students about the dangers of fentanyl poisoning as the issue continues to have a deadly impact across the state.

Governor Greg Abbott appears in the new PSA along with Texas Tech University head football coach Joey McGuire, Texas A&M University head football coach Mike Elko, University of Texas head football coach Steve Sarkisian and University of Houston head football coach Willie Fritz. The video is part of the state's 'One Pill Kills" campaign for Fentanyl Poisoning Awareness Month.

"There is a growing danger in our communities and schools," Abbott said in the PSA. "Fentanyl."

The video is set to be shown at high school football games throughout the month of October.

According to the state, fentanyl-related deaths have increased in Texas by more than 600 percent from 2019 to 2023.

Experts like Katharine Harris of Rice University's Baker Institute for Public Policy told KHOU 11 young people have been especially vulnerable in the epidemic.

"Here in Harris County, the overdose deaths show that the presence of fentanyl is higher among youth and young adults," Harris said in an interview.

Harris said combating the issue among young people poses unique challenges compared to the rest of the population.

"[Young people] might be more susceptible to buying counterfeit pills, which we know now very frequently include fentanyl in them," Harris said. "They may be less aware of those risks, they might be more likely to think that it's not going to happen to them."

The concern of the growth of the issue is echoed by Judy Chavez, the chief development officer and communications officer for The Council on Recovery.

"It continues to be a major problem for the Houston community and our broader community," Chavez said.

Chavez says raising awareness of the issue, including through efforts like the video released today, remains an important strategy to fight the epidemic.

"There is still a ton of shame and stigma around substance abuse and addiction," Chavez said. "So it's incredibly important to share messages that it's okay to ask for help."

Resources if you or someone you know needs help

National Helpline: 1-800-662-HELP (4357)