The purpose of this chapter, and the class project upon which it is based, has been to demonstrate the prosocial role social media, and in particular Facebook, can play in media literacy, by providing a framework for showcasing rigorous student research and harnessing creative responses to salient social welfare and policy issues. Specifically, Facebook can potentially raise awareness of opioid abuse, which has spiraled into a global epidemic, provide narratives that reach broader audiences, and thus fill a gap in substantive mainstream media coverage on the topic. The chapter traces the evolution and progress of a student project in a media literacy class at a New York public university and puts efforts to address the current opioid crisis in an historical context. The immediate catalyst for the project was the sudden, tragic, heroin-related death in 2014 of actor Philip Seymour Hoffman, but the “bigger picture” has been broader communities. This study may interest media educators, their educational institution, government agencies, and health institutions that deal with health policy.
