Recognize the signs of overdose. Call for help in time

Accidental drug-related deaths are increasing in Finland. Drug use affects families, friends, and communities—in other words, all of us, in one way or another. The International Overdose Awareness Day is on 31 August 2025. In its spirit, we want to highlight that community means more than our immediate circle. It is our civic duty to call for help for anyone who needs it, no matter how intoxicated they are.   

From 25 August to 21 September 2025, the City of Helsinki, the Western Uusimaa and Vantaa and Kerava Wellbeing Services Counties, and the Finnish Red Cross are running a sticker campaign on key bus routes in Helsinki, Espoo, and Vantaa. The seat-back stickers explain the signs of drug overdose/poisoning and how to give first aid.

"Our campaign aims to increase awareness of the signs of overdose and lower the threshold for calling for help. We want to promote a sense of community and encourage people to be brave and offer help to anyone who may be overdosing, even if it's a stranger," says Tuija Tuormaa, Preventive Work Specialist at Western Uusimaa Wellbeing Services County. 

According to Statistics Finland(external link), 310 people in Finland died from drugs in 2023. This is the highest number on record. Ninety-one of those who died were under 25. In relative terms, the increase was greatest in this age group: according to Statistics Finland, drug-related deaths among young people nearly doubled from 2022 to 2023. 

In Finland, the leading cause of drug-related death is not a literal “overdose” but accidental poisoning caused by combining different substances(external link). Furthermore, an extensive investigation(external link) by the Finnish Safety Investigation Authority found that many deaths among young people were linked to insufficient awareness of dangerous combinations, particularly of the life-threatening interaction between buprenorphine and benzodiazepines. 

The investigation also noted that signs of drug poisoning are often not recognized early enough and 112 is called too late. Many people who died had been in the company of a friend, loved one, or someone else. During an overdose or drug poisoning, those present may feel unsure about the signs, what to do, and when to call for help. 

Western Uusimaa Wellbeing Services County 

• Campaign Contact Person: Tuija Tuormaa, Preventive Work Specialist,
  tuija.tuormaa@luvn.fi
• Contact Person for other matters related to drug deaths and substance abuse services: Satu Ek, Service Unit Manager,
  satu.ek@luvn.fi   

Wellbeing Services County of Vantaa and Kerava

• Campaign Contact Person: Kati Tervo, Preventive Substance Abuse Work Specialist,
  kati.tervo@vakehyva.fi
• Contact Person for other matters related to drug deaths and substance abuse services: Hanna Ahokas, Manager of Mental Health and Substance Abuse Services,
  hanna.ahokas@vakehyva.fi  

City of Helsinki

• Campaign Contact Person: Vili Varjonen, Senior Planning Officer, vili.varjonen@hel.fi
• Contact Person for other matters related to drug deaths and substance abuse services: Pia Pulkkinen, Director of Substance Abuse Services, Health and Substance Abuse Services
  pia.pulkkinen@hel.fi  

Finnish Red Cross

• Kati Laitila, Health Promotion Specialist, kati.laitila@punainenristi.fi