Opioid task force sounds alarm as fentanyl shows up in the Bow Valley

The fentanyl crisis facing big Canadian cities like Calgary is spreading to the mountain communities in the Bow Valley, health advocates say.

And they're taking a different tone as they spread the wordthatfentanyloften shows up in recreational drugs like cocaine and ecstasy.

"Even in one of Canada's most beautiful destinations there's fentanyl," says the warning onthe Bow Valley Opioid Task Force website.

"It has been found in every party drug we're aware of in the Bow Valley. Molly. Blow. Oxy, you name it. As a community, we have to do something about it."

The task force is made up of local governments, public service providers and health officials in Canmore, Banff and the wider Bow Valley.

The website warning about the risks has some striking imagery, like a cork bursting from a champagne bottle, a martini glass, a smiling sun, and a disco ball.

It's a stark contrast to other campaigns that have taken a darker tone. A spokesman for the task force says that was intentional.

Jason Darrah says the aim is to reach the seasonal workers in the Bow Valley, who tend to be 18 to 30 years old.

"Rather than a fear-mongering approach, the experts in social marketing said we needed to be up front with the perception of party drugs, in order to convey the message that even with party drugs, there is poisoning occurring due to contamination with fentanyl and carfentanil," he said in an email to CBC News.

The campaign is being promoted on social media and with traditional posters and pamphlets.

It warns how to spot an overdose and how to help.

"If you're using, know your risks and never use alone. If you have friends who use, we'll teach you how to identify an overdose, and follow simple steps to save a life including how to administer naloxone," the website says.

The task force behind the campaign says fentanyl hasn't yet become a crisis in the Bow Valley.

But after a couple overdoses last year, members decided to get prepared.

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With files from ReidSouthwick.