Pia Esguerra, Dom Baciocco, Lou Harvey, George Lu, Haydn Fischer

Songbird Consulting
500 El Camino Real
Santa Clara, CA 95050
April 24, 2022

Ed Ternan
President, Song For Charlie
530 South Lake Avenue, #632
Pasadena, CA 91101

Dear Song for Charlie Team:

Thank you for allowing our team to work with your organization.

Our goal throughout this project is to implement a new plan of action to help spread the word
and mission of your organization to help better educate younger generations on the dangers of
‘fentapills’ – fake prescription pills made of fentanyl.

The spread and usage of fentanyl has arguably become one of the biggest dangers to the youth
population. Organizations, like Song For Charlie, are filling a needed void in talking and
spreading awareness of the dangers that fentanyl presents.

The New Anthem project will enable Song For Charlie (SFC) to create a professional
supplemental online course that will serve as a pilot test for their ambassador program and online
educational program. We believe that it is incredibly important that high schoolers everywhere
are educated proactively about the dangers of fentanyl and other synthetic opioids so that they
can be sure to avoid them in their futures. The pilot test that SFC will conduct will gather
important data for SFC to utilize in their efforts to reach schools everywhere and for schools to
include fentanyl and opioid education in their health classes. The test may even lead to
worldwide exposure to the dangers of fentanyl in the form of fentanyl education on the youth
video game, Roblox. We believe that this project will have great impacts on the health and safety
of our country’s youth, and help SFC in their mission of making our communities safer.

Our team is excited to hear your thoughts and opinions on our proposal and we hope that we can
be of valuable help to your organization. If you have any lingering questions, please feel free to
reach out to Pia Esguerra, our project manager, at pesguerra@scu.edu.

Best,
Songbird Consulting
Pia Esguerra, Dom Baciocco, Haydn Fischer, Lou Harvey, and George Lu
 Table of Contents

Executive Summary ……………………………………………………………3

Introduction to the Problem …………………………………………………… 4
Project Rationale ……………………………………………………………… 5
Deliverables …………………………………………………………………… 6
Cost Analysis ………………………………………………………………….. 7
Delivery Schedule …………………………………………………………….. 8
Success Metrics ……………………………………………………………….. 9
Staffing ………………………………………………………………………. 10
Appendices ……………………………………………………………...…… 13
Executive Summary
During a year-long period from April 2020 to April 2021, approximately 10,000 people died in
California from drug overdoses and nearly 64% of those deaths were attributed to fentanyl. That
was a 29% increase from the previous year, and in certain areas such as Los Angeles, fentanyl
overdoses more than doubled. In the Bay Area, kids as young as 15 lost their lives due to
fentanyl overdoses, often mistaking the fake fentapill for other drugs such as percocet, molly, or
adderall. On April 25, 2022, over 92 pounds of fentanyl was seized in Oakland county, likely
bound for the rest of the Bay Area.

Song for Charlie is a family-run nonprofit charity dedicated to raising awareness about
‘fentapills’ — fake pills made of fentanyl. They partner with experts, educators, parents and
other influencers to reach the most vulnerable group: young people between the ages 13-30.
Their programs highlight the emerging dangers of self-medication and casual drug use in the
fentanyl era and encourage healthier strategies for coping with stress.

Songbird Consulting proposes to work with Song For Charlie to reach out to High Schools in
and around the Bay Area to increase the reach of Song For Charlie and bring more awareness to
the dangers of fentanyl and other prescription drugs. This can be achieved through two prime
objectives:

Objective 1: Implementing a pilot plan for local private high schools to address the dangers
of Fentanyl
1. Through email outreach to local private high school’s health teachers and administrators,
we plan to encourage the use of Song For Charlie in optional online courses regarding
fentanyl and other dangerous opioids so that students can become “Fentanyl Awareness
Ambassadors” at their respective schools.
2. As private high school students complete the online course, we can gather data on their
experience, and use it to better prepare for possible implementation in Public Schools and
other online platforms such as the popular online game Roblox.

Objective 2: Inspiring local High Schools to carry Narcan/Naloxone and educating students
about how to use it.
1. We hope to ensure that every high school student has access to Narcan and is aware and
comfortable with how to use it.
2. In the case high schools don’t have it, allocating resources in order to achieve 100%
access to this important opioid poisoning reversal drug.

3
Introduction to the Problem
The Opioid Epidemic – Fentanyl Specific
Fentanyl Youth Deaths are the key metric in our problem, killing nearly 60,000 Americans under
24 during 2020. The problem Song for Charlie faces is the increasing number of deaths caused
by these pills, which has risen by 61% since 2018. In California, there has been a 500% increase
in fentanyl deaths, totalling 1,108 in the last year. Across the U.S., drug deaths, officially called
poisoning, have become the leading mechanism of deaths across all ages, causing 115% more
mortalities than the next cause of death, being firearms. Of all drug deaths, 76% are caused by
fentanyl.

Song For Charlie’s Focus

Song For Charlie was established in 2020 to help raise awareness of this issue. SFC has worked
to provide data to give any site users a grasp of the seriousness of fentanyl pills, and has built a
following on social media to give the dangers some awareness locally. They currently have a
following of 2,700 users on Instagram, 5,100 group members on Facebook, and 39,000 users on
TikTok. We believe that they need, apart from social media presence, direct interaction with high
schools, which provide the most reliable way to reach large portions of the American population
(90%).

4
Project Rationale
Songbird Consulting’s Purpose
To curtail the impending growth of this epidemic, we’re looking to reach as many people as fast
as possible. One way to reliably reach vast portions of the population is to work with high
schools, where 90% of Americans spend four years passing through. (statistica) Our
organization will help Song for Charlie reach out to educate the youths across the United States
to curtail the epidemic of fentanyl deaths. This project is a worthwhile undertaking as it will save
lives in the both short and long run. The obstacles our team expects to encounter are primarily a
lack of interest in schools in running our program and a lack of interest from students in learning
our information.

Plan of Action
Our team’s solution is to provide material that doesn’t require teachers to spend any time
engaging with new content, as well as provide students with something engaging and
straightforward. We will look to do this through providing an optional online course with
questions that students can answer through browsing the Song For Charlie website. Our proposal
is the best choice for addressing the organization’s problem as high schools are the best way to
reach large sections of the population before they are at risk of taking a fentanyl pill. However,
because of all the bureaucratic red tape involved with public high school’s curriculum, we plan to
start with private high schools, where an optional online course will be offered in hopes that
students will try to become an on campus “Fentanyl Awareness Ambassador” for Song For
Charlie.

Based on these student’s experiences and the data that they produce, Song For Charlie will be
able to use them as evidence in their testimony to try to get more comprehensive fentanyl and
synthetic opioid education in public school health classes. The evidence provided by our pilot
study may even be used in the creation of a possible fentanyl education series on the popular
youth video game, Roblox.

5
Deliverables
We will create a pilot test for private high school students to fill out. Our test will provide data
and concrete results on what students learned from their fentanyl education that Song For Charlie
will be able to use going forward in all of their efforts to try to reach the largest youth audience
possible.

Most deliverables can be found in Appendix E-H:

1. Email Outreach Template (Page 21)

● Created a template that Song for Charlie can utilize in their outreach efforts
● Can use in alignment with the potential school research deliverable

2. Potential Schools Research (Page 22)

● A list of potential schools Song for Charlie can reach out to for their new pilot
program in finding “Fentanyl Awareness Ambassadors”

3. Interactive Activity (Page 23)

● An activity guide created for students to use in alignment with the Song For
Charlie website
● Students will find answers to the question directly from the information listed on
their website

4. Supplemental Course Materials (Page 24)

● A document of important statistics and information that the high school health
teachers will be able to refer to when educating students

6
Cost Analysis
Costs will include mainly labor (consulting hours) and ROI will focus on increased awareness
and transparency about fentapills and the alternatives available for students.

Description Quantity Cost Total Cost

(Labor) (Hours) ($/Hour)

Pia 8 16 $128
(Project Manager)

Dom 8 16 $128
(Writer, Financial Analyst)

Lou 8 16 $128
(Outreach Lead)

George 8 16 $128
(Writer, Financial Analyst)

Hayden 8 16 $128
(Graphic Design Specialist)

Potential Cost of Narcan Free

Total Labor Cost 40 16 = $640

Labor Analysis
The Songbird Consulting Group has and will spend approximately 40 hours altogether
throughout our work for and with Song For Charlie. These 40 hours consist mostly of
organizing, outreach, and creation of this project and in return will hopefully provide countless
highschools with a more comprehensive and organized approach in regards to how they teach
students about fentanyl and other dangerous opioids. Labor is essentially our only cost, so we
can keep costs quite low while making a dramatic impact on the safety of the younger
generation.
Projected Return on Investment (ROI)
The projected return on investment on this project is huge and truly immeasurable. Our costs
consist of our own personal labor and potentially the costs for each school to acquire Narcan.
However, the return on this investment is potentially saving actual, real human life(s). When
provided with Song For Charlie, students will be able to learn real stories and statistics to be
better educated about the real dangers of fentanyl and synthetic opioids. Hopefully, students will
even learn how to use Narcan and where to find it, so that in emergency situations, they will feel
comfortable enough to use it and potentially save a life that would have otherwise been lost far
too young.

7
Delivery Schedule

Week of Deliverable Team Member(s)

responsible

4/26/22 Client Letter of Agreement George Lu, Dom Baciocco,

Haydn Fischer, Lou Harvey,
Pia Esguerra

5/2/22 Finalize Client Requirements, in-person Lou Harvey, Pia Esguerra,

meeting with Ed, President of SFC Dom Baciocco

5/9/22 Preliminary School Research George Lu, Pia Esguerra

5/16/22 Outreach Email Template Pia Esguerra

5/23/22 Student/Teacher Worksheet George Lu, Dom Baciocco,

Lou Harvey

5/30/22 Final Project Booklet George Lu, Dom Baciocco,

Haydn Fischer, Lou Harvey,
Pia Esguerra

5/30/22 Presentation to Song For Charlie George Lu, Dom Baciocco,

Haydn Fischer, Lou Harvey,
Pia Esguerra

8
Success Metrics
Private High School Implementation
The client will measure the success of our project through how many eventual Song For Charlie
ambassadors there are at local private high schools. We hope to achieve a 100% success rate for
interested students through a successful pilot test that is both interactive, educational, and
represents Song For Charlie in a positive light.

Narcan Distribution
Additionally we hope to distribute Narcan at as many high schools and colleges as possible so
that as many people as possible have access to it. Currently, Song For Charlie feels that Narcan is
currently not accessible enough in most educational settings, so we hope to help change that.
Any schools that we inspire to carry Narcan or distribute to students are a success, and the client
hopes that we can achieve as many successes as possible.

Impact On Future Song For Charlie Projects

Using the data we collect in our pilot tests in private California High Schools, we hope that Song
For Charlie can go forward and use this data as evidence for the success of fentanyl awareness
education in public schools and potentially also in the popular video game series, Roblox.

9
Staffing

Pia Esguerra
Team Role: Project Manager
Major, Minor: Marketing, Retail Studies
Work Experience: Last year, Pia worked as a
retail sales associate at the jewelry store
gorjana where she found her interest in Retail
Studies. On campus at SCU, Pia works as a
Leavey School of Business peer advisor,
where she helps guide a group of freshman
students through registration and core classes.
This upcoming summer, Pia is going to be a
marketing and e-commerce intern at Williams
Sonoma Inc.

Lou Harvey
Team Role: Outreach Lead
Major, Minor: Finance, Philosophy
Work Experience: For the last couple of
years, Lou has worked closely with the
management of The Basin Restaurant in
Saratoga. He controlled the Basin’s online
presence during the Pandemic, managed
restaurant and bar inventory, and performed
other intern activities. This summer, Lou
looks to break into the sports industry, ready
to provide Financial abilities that will analyze
organization's profitability.

10
 George Lu
Team Role: Writer, Financial Analyst
Major, Minor: Finance, Computer Science
Work Experience: George currently is a
kitchen lead at New Cicero Inc., where he
implemented 7 unique workflow
improvements to improve efficiency, food
quality, and employee integration.

Dom Baciocco
Team Role: Writer, Financial Analyst
Major: Finance
Work Experience: Dom is a peer advisor in
the Leavey School of Business where he leads
a group of 12 First Years with transitions to
college by scheduling, advising, and tutoring
throughout the entire year. Dom also has been
a financial associate at Silver Bay Seafoods,
where he registered worldwide deliveries and
orders into the company database and created
graphics and data to represent financial
positioning.

11
Haydn Fischer
Team Role: Graphic Design Specialist
Major: Finance
Work Experience: Haydn has worked on
fixing cars in his past, and is now finding a
passion for finance.

12
Appendices
➔ Appendix A: Team Resumes
➔ Appendix B: Team Logo(s)
➔ Appendix C: Client Contract
➔ Appendix D: References
➔ Appendix E: Email Template
➔ Appendix F: Potential Schools Research
➔ Appendix G: Interactive Activity
➔ Appendix H: Supplemental Course Materials

13
Appendix I: Resumes

14
15
16
17
Appendix B: Team Logo(s)

18
Appendix C: Client Contract

19
Appendix D: References
Current Data. Song For Charlie. (n.d.). Retrieved May 5, 2022, from
https://www.songforcharlie.org/data

Published by Erin Duffin, & 11, J. (2021, June 11). Percentage of U.S. population who
have completed high school 1960-2020. Statista. Retrieved May 5, 2022, from
https://www.statista.com/statistics/184266/educational-attainment-of-high-school-diploma-
or-higher-by-gender/

20
Appendix E: Email Template
Dear ______,

My name is Pia Esguerra and I am reaching out on behalf of Song For Charlie, a family run
non-profit organization that is dedicated to raising awareness about 'fentapills' – fake prescription
pills made of fentanyl. We would love to help provide your school with the resources needed to
educate your student body on the dangers fentanyl poses to our society.

In 2021 alone, around 7,000 young adults (ages 15-24) had fentanyl related deaths, and around
76% of young adult deaths are drug related.

At the end of April 2022, nearly 100 pounds of fentanyl was seized in the Bay Area. This shows
us that Drug Trafficking Organizations (DTOs) are not going to stop bringing these drugs into
our communities any time soon!

If you are interested, we would love to give you the free resources (Song For Charlie
supplemental online course) needed to educate your classrooms on these dangers. Our
supplemental online course includes a website scavenger hunt, where students will use the Song
For Charlie website to find different statistics and information that will educate them on fentanyl
and the dangers that come with them. We also have many posters and infographics that you will
be able to go over with your students.

Our team understands the difficulties that come with changing high school core curriculum, so
we encourage you, as a health teacher, to offer this supplemental online course as extra credit to
your students. Once completed they will become on campus “Fentanyl Awareness Ambassador”
for Song For Charlie and can help us fight the dangers of fentanyl together!

We hope that together with your school, we can help spread awareness and protect our young
generations!

Best,
Song For Charlie Team

21
Appendix F: Potential Schools Research
Bay Area Private High Schools:
- Bellarmine College Preparatory
- Saint Francis High School
- Saint Ignatius College Preparatory
- Sacred Heart Cathedral
- Valley Christian High school
- Junipero Serra High school
- Archbishop Mitty High school
- Archbishop Riordan High school
- Menlo School
- Presentation High School
- Sacred Heart College Preparatory
- Harker School
- Marine Catholic
- Marine Academy
- Woodside Priory
- Notre Dame High School, San Jose
- Notre Dame High School, Belmont
- Notre Dame High School, Salinas

LA Private High Schools:

- Loyola High School
- Harvard Westlake School
- Sierra Canyon School
- Mayfield School
- Beverly Hills High School
- California Lutheran High School
- Chaminade High School
- Chino Hills High School
- Claremont High School
- Desert Christian Academy
- Geffen Academy
- New Harvest Christian
- St. Margaret's High School
- St. Francis High School
- Thousand Oaks High School
- University Prep

22
Appendix G: Interactive Activity

23
Appendix H: Supplemental Course Materials
What is Fentanyl?
● Fentanyl is nearly always described with the following three words: Powerful. Synthetic.
Opioid. Let’s look at these terms in reverse order.
● Opioid: Fentanyl belongs to the class of drugs called opioids, which are used to reduce
pain. This category also includes morphine, oxycodone and heroin. Of these, fentanyl is
one of the most potent, and is approved for medical use as a surgical anesthetic or for
people with chronic pain (typically terminal cancer patients). Opioids reduce physical and
emotional/psychological pain and can have a euphoric effect in high doses, which is why
people sometimes misuse opioids.
● Synthetic: Unlike morphine and heroin, fentanyl is not derived from the opium poppy.
Rather, it is a synthetic product, meaning it is “formed through a chemical process by
human agency”; i.e. it is not derived from plants. This means that it can be produced
quickly – it is not dependent on agricultural and harvest conditions. Since the supply is
only limited by the availability of the precursor chemicals and the availability of people
to make it, fentanyl is exceptionally cheap and easy to make compared to plant-based
opioids.
● Powerful: Fentanyl is good at its job. It is a highly effective and efficient pain reliever. It
is 50-100 times stronger than morphine. All the properties are amplified, so it takes a lot
less fentanyl to get the same effect as morphine or heroin. That has many of implications,
for instance:
● Just a tiny amount can be lethal, especially if you don’t have a tolerance
to opioids.
● Fentanyl takes effect faster and wears off sooner, making it highly
addictive and harder to kick.
● Standardized dosing in a pressed tablet requires precise measures of
minute quantities, something that is not guaranteed by illegal suppliers.
The difference between high and die is often a few milligrams, or roughly
a few grains of salt.

24
There are two types of fentanyl you need to know about.

Pharmaceutical-grade fentanyl is a legitimate medication produced by pharmaceutical companies

that have developed advanced technology to control the quality and maintain the proper dosages
of the end products. Pharmaceutical-grade fentanyl is tightly regulated and is safe when
administered by professionals as prescribed. Deaths from overdosing on pharmaceutical-grade
fentanyl are relatively uncommon and often involve misuse or tampering of medications.

Illicit fentanyl is the black market version of the drug obtained or made by dealers and mixed
into pills, other powders, blotter papers and liquids, etc. in “labs” with no quality controls. The
risk of illicit fentanyl is two-fold. Illicit fentanyl, often made in Mexico, is not manufactured to
the same quality standards as the pharmaceutical fentanyl commonly used for medicinal
purposes. The potency of illicit fentanyl found in items sold in illegal markets can vary widely
from maker to maker, or even from batch to batch, and the buyers don’t know the contents of
what they are getting*. Fake pills are then being made, sometimes with inconsistent amounts of
illicit fentanyl.

Fake pills are illegally made in garages, basements, and other clandestine settings by unqualified
drug makers who do not ensure the quality or consistency of the dose. When batches of fake pills
are mixed, each pill may contain a different amount of illicit fentanyl making the dose of each
pill impossible to predict.

These products are not regulated and there is no way to ensure consumer safety. Because of this,
use of illicit fentanyl is very dangerous. Illegally manufactured fentanyl is involved in the
majority of U.S. drug deaths in recent years.

*One of the other negative aspects of poor quality control is that at times, the “illicit fentanyl” is
not actual fentanyl. Within an illicit fentanyl supply, there may be unreacted precursor chemicals,
byproducts that form due to poor heating or stirring, etc. Also, the amateur chemists can change
the ingredients (precursors) of the recipe to form “fentanyl analogs.” Pharmaceutical grade
fentanyl is manufactured under strict, government regulated quality control standards so that
precursor chemicals or byproducts that are left over from the synthesis process are removed as
the final fentanyl product is purified.

25