PHOENIX — It's a billboard that isn't promoting an event or business.
It's a message to the community about an ongoing epidemic that has claimed thousands of lives in Arizona.
On the I-10 near Arizona State University's Diablo Stadium is a billboard that shows 24 young faces of all different backgrounds. What they all have in common is their untimely death. Parents of those kids tell 12News their child died from fentanyl poisoning.
Among those to lose a child are parents Doris Loyd and Theresa Guerrero.
"It's been heartbreaking," Loyd said. "No one should have to deal with this."
Travis Loyd, Doris Loyd's 34-year-old son died last May. She said her son struggled with drug use and spent 45 days in a Mesa rehab center. It was his first time in rehab and it worked. However, two days after Travis got out, Doris learned her son died from fentanyl poisoning.
"It's been very difficult for me and I've been trying to stay focused by remembering him," she said.
Theresa Guerrero's son Jacob Guerrero also struggled with drug use. She said the 31-year-old died in 2020 after using cocaine that was laced with fentanyl.
"He was just one of those really good-hearted people," Theresa Guerrero said.
The unimaginable pain they and several other parents went through is something they wish on no one else. That is why they paid for this billboard - to bring awareness to other parents and kids. While they feel many parents don't think it will happen to their kid, they said this "weapon of mass destruction" goes after anyone.
"It does not care who you are, it does not care, your education, your background or your ethnicity," Guerrero said.
According to the Arizona Department of Health Services, 1,664 people in the state died from drug overdoses. While that number has gone down since it peaked in 2021, it's still an issue these parents said isn't going away anytime soon.
"This generation of our children, they're being exterminated at this point," Theresa Guerrero said.
This is one of many billboards that shares the same message. An organization called Rachel's Angels has helped place billboards like this across the country. Hoping those driving by will see it and make a difference.
For those dealing with drug use and want to seek help, you can find several resources and people waiting to speak with you by clicking here.
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The free 12News+ app from 12News lets users stream live events — including daily newscasts like "Today in AZ" and "12 News" and our daily lifestyle program, "Arizona Midday"—on Roku and Amazon Fire TV.
12News+ showcases live video throughout the day for breaking news, local news, weather and even an occasional moment of Zen showcasing breathtaking sights from across Arizona.