Reading Time: 3 minutes

Isaac Solis knows all too well how taking a pill bought off the street can lead to tragedy. 

His son Isaac Solis Jr., known as “Bubba,” died in 2019 after taking what he thought was the prescription drug Percocet. 

Instead, it was a counterfeit pill laced with fentanyl, a synthetic opioid that can kill in trace amounts.

Since then, he’s been on a mission to help prevent others from losing loved ones through his “One Pill Kills” awareness campaign. 

His message is being amplified in time for Fentanyl Awareness Day, observed nationally on April 29, through three billboards that feature his son. The billboards direct residents to the 1pillkills.org website and social media pages and include the message: Together We Will Save Lives.  

“It’s about spreading awareness obviously that even one pill can kill you, one line can kill you,” Solis said. “If one family sees it and reaches out to their loved one and one life is saved, that’s our goal.” 

Two of the billboards can be seen off of Interstate 94 in Milwaukee near West Becher and South Fourth streets, and the other is a north/south display on South 27th Street and West Morgan Avenue. The billboard near West Becher will be up for eight weeks and the one on West Morgan for four. 

Solis’s campaign has utilized several billboards over the years to increase community awareness on fentanyl. 

The message on the first billboard, he said, was very aggressive.

“Our grief was a bit more raw at that time,” Solis said. 

Another billboard featured photos of individuals who lost their lives to fentanyl. 

“Eight families put their angels up there,” he said. 

Drop in overdose deaths

Fentanyl has fueled the opioid epidemic nationally and a rise in overdose deaths. 

The drug had devastating impacts on Milwaukee County, which experienced multiple years of record high drug overdose deaths in the 2010s and 2020s. Those totals peaked at 674 in 2022 and 667 in 2023, according to data from the Milwaukee County Overdose Dashboard. Most of the deaths were caused by fentanyl alone or in combination with other substances.

Since then, the number of fatal overdoses has fallen. Last year 387 died, with 236 of those cases involving fentanyl. 

County Executive David Crowley credits increased funding for opioid prevention and collaboration for the decrease. 

“Thanks to the investment of opioid settlement dollars, increased access to free harm reduction supplies, and efforts to eliminate the stigma surrounding substance use disorder, fewer people are dying of overdose, which means more opportunities for treatment, recovery and a path forward,” Crowley said in a statement.

Fentanyl still a major problem

While Solis said the drop in fatal overdoses is great, it’s also concerning. 

“The troublesome part is we don’t know what amount of people are addicted to fentanyl and using it daily,” he said. “There’s a lot of work to do.The closer we get to zero deaths, the better.” 

He said fentanyl products continue to evolve and get more potent, and it can be in powder or liquid form, and even in vapes. 

“It can be hidden in something but you can have no idea what,” Solis said. “There’s always a threat of it being in any type of drug.”

Working together

Like Crowley, Solis credits collaboration for the progress made in addressing the opioid epidemic. He partners regularly with Team HAVOC, a grassroots South Side group. 

Rafael Mercado, founder of Team HAVOC, said Solis’ story and “One Pill Kills” message are having an impact. 

“He does a lot to bring awareness by way of billboards, social media and pop-ups,” Mercado said. “He has lost a son to this, so he knows firsthand the pain and suffering a family goes through and the ripple effect of addiction on a family.”  

Solis also partners with Samad’s House, a Milwaukee-based sober living home and behavioral health clinic dedicated to supporting women. He said he’s working with Tahira Malik, founder and chief operating officer of Samad’s House, to help organize a Walk for Lives event on July 11. Walk for Lives is a nationwide movement to raise awareness about those who died from fentanyl. 

Solis said he wishes he could do even more but knows that ending the fentanyl crisis won’t happen quickly. 

“The problem didn’t happen overnight,” he said. “It’s not gonna be any one group, not any one solution. Together we will save lives.”

---

Jonathan Aguilar is a visual journalist at Milwaukee Neighborhood News Service who is supported through a partnership between CatchLight Local and Report for America.

‘One pill can kill’: A Milwaukee father turns grief into a warning about fentanyl is a post from Wisconsin Watch, a non-profit investigative news site covering Wisconsin since 2009. Please consider making a contribution to support our journalism.

Elected leaders and public health officials in Milwaukee gathered at the Marcia P. Coggs Center for Health & Human Services building to announce that opioid overdose deaths in Wisconsin’s most populous county have declined for the fourth straight year in a row. 

According to data provided through the county’s overdose dashboard, there has been a 17.7% decrease in fatal overdoses and a 22.7% decrease in fatal opioid overdoses since 2024. There has been a 42.6% decline since 2022 in all forms of overdose death, with a 54.6% decline in opioid-related overdose deaths specifically.

Milwaukee County Executive David Crowley praised the use of opioid settlement funds to expand  treatment and harm reduction strategies. The funds originate from lawsuits against the producers and distributors of pain killers that triggered the opioid crisis. The nationwide epidemic of addiction and overdoses is also tied to the powerful synthetic opioid fentanyl which began spreading in  the mid-2010s, causing deaths on an unseen scale.

“As we acknowledge the progress we have made, we must also remember those we have lost,” said Crowley. “Their lives matter, and their stories remind us why this work is so critical. I am committed to continuing this work until every person in Milwaukee County has access to the care, support and second chances they deserve.” 

The latest data shows that 387 people in Milwaukee County still lost their lives to an overdose last year. “These are our neighbors, these are our loved ones, these are our family members,” said Crowley, “people who we care about that live in our own communities.” At a press conference Tuesday, Crowley said he has seen family and neighbors struggle with addiction as he grew up. “And I saw firsthand the barriers that they faced when trying to access treatment, but also continue to take those steps towards healing,” said Crowley. “Healing is a lifelong journey. So to me these aren’t just numbers on a dashboard. They’re people, and even one overdose death is one too many.” 

Milwaukee County will receive $111 million over the next 18 years through the opioid settlements. This represents the largest amount recovered by a local government in Wisconsin history, a county press release states. 

“Three years ago, we were losing a life to opioid overdose every 16 hours,” said Chief Health Policy Advisor Dr. Ben Weston, praising the sharp decline in deaths since then.

Weston recalled an April weekend three years ago when there were 16 overdose deaths in Milwaukee County. The scale of the epidemic was “unimaginable” Weston said, and it forced emergency management staff, firefighters, police and community members  to “say enough,” said Weston. 

Over the  last several years Milwaukee County adopted multiple harm reduction strategies. Narcan — the nasal spray used to revive someone from an opioid overdose — has been distributed in vast quantities to emergency responders and average citizens. There are also 27 free-to-use harm reduction vending machines around the county providing narcan, fentanyl testing strips and even gun locks. 

The vending machines were launched through a Department of Health and Human Services program called Harm Reduction MKE. Another program called Pull Up & Pick Up offers residents the opportunity to order free supplies and pick them up at the Coakley Brothers building (400 S. 5th St) on the third Friday every month. Vivent Health Depot has also partnered with Milwaukee County to provide free harm reduction supplies delivered right to people’s homes. 

“We’ve expanded community paramedicine programs and peer support to close the gaps in care and reach people who might never otherwise have entered into the system,” said Weston. “And we’ve partnered with the state using real-time overdose data and predictive learning and modeling to better understand who is at highest risk, and be able to intervene early.” 

Treatment centers have also worked to overcome zoning restrictions and stigma to open in new parts of Milwaukee. Treatment access has also been expanded for people both entering and leaving incarceration, a particularly dangerous time when people are more likely to overdose, Weston said. 

“At the Medical Examiner’s Office, we see firsthand the human toll of this crisis, and while the data shows progress, it also reminds us that this work is far from over,” said Dr. Wieslawa Tlomak, Chief Medical Examiner of Milwaukee County. ”

Tlomak said that it should concern everyone that every third or fourth death in Milwaukee County is due to drug overdose. She noted that usually overdose deaths are caused by multiple drugs. While Narcan can reverse an opioid overdose from fentanyl, there is no equivalent medication to reverse the effects of stimulants like cocaine or meth. “In other words, the landscape of overdose deaths has changed,” said Tlomak. “It is more complex, more unpredictable, and more difficult to treat.”

Tlomak said that of the 387 people who died of fatal drug overdoses last year, 263 involved opioids. 

Jeremey Triblett, Prevention Integration Manager at the Department of Health and Human Services, highlighted the importance of new campaigns in Milwaukee to continue to reduce overdose deaths. One program, dubbed “Better Ways To Cope,” provides residents with strategies to deal with life problems. 

On June 12, recognized as National Harm Reduction Day, the Department of Health and Human Services is inviting residents to participate in the 1,000 Doors Challenge, a neighborhood canvassing project aimed at spreading information and supplies to the people who need it. 

GET THE MORNING HEADLINES.

SUBSCRIBE