"Addiction is Not a Choice." #narcansaveslives: Collective Voice in Harm Reduction on TikTok.

Using 100 videos posted to TikTok by harm reduction creators with the hashtags #narcansaveslives and #naloxonesaveslives, this study examines who is posting, what they are saying, and how they are explaining Narcan/naloxone to their followers. Incorporating the concept of reverse agenda setting, we examine how, through hashtags, TikTok creators can set the agenda for what is important to discuss in the harm reduction space. Findings demonstrate that harm reduction creators have developed a collective voice and created an affective public, attempting to educate others, shed stigma, and normalize the conversation around harm reduction. These creators are using TikTok to educate followers about the prevalence of opioid use, the availability of Narcan/naloxone, correcting misinformation, and discussing the reality of recovery. Echoing prior studies, this research illustrates how TikTok has become an essential resource for health questions, including opioid use. Practical implications are also discussed.