NEW ORLEANS (NEXSTAR) — At this year’s Super Bowl, a number of former NFL stars and even hall of famers were tackling an unlikely topic: the fight against fentanyl. Players like Emmitt Smith, Rod Woodson, and Kyle Richardson used the Super Bowl platform to raise awareness about the fentanyl crisis, partnering with various organizations engaged in the battle.

Richardson, who played nine years in the NFL and is now a healthcare entrepreneur, teamed up with the Drug Enforcement Administration (DEA) and NFL Alumni Health to promote life-saving conversations.

“We have a duty to speak up,” Richardson emphasized. “People are dying. This crisis doesn’t discriminate—it affects every neighborhood, every community. We need to arm people with knowledge and encourage life-saving conversations.”

His message largely focused on the dangers of fentanyl-laced pills, which are the leading cause of death among adults aged 18 to 45. Through his work with NFL Alumni Health, Richardson has joined forces with the DEA to spread the message that “One Pill Can Kill, but One Conversation Can Save a Life.” This initiative aims to educate football fans and communities on the risks associated with fentanyl-laced pills.

Richardson is urging coaches, parents, and influencers to engage in discussions with young people about the dangers of counterfeit pills, which can be lethal even in small amounts.

Cheri Oz, a special agent in charge with the DEA’s Phoenix office, highlighted the importance of parental vigilance, noting, “As a mom, I talk to my kids every day about this. I monitor their social media because that’s the most common way drug traffickers are targeting our kids.”

Richardson and the NFL Alumni Association represent just another unique layer in the fentanyl awareness campaign.

For more information on fentanyl awareness and prevention, visit DEA.gov/OnePill.