Relates to a public awareness educational program on heroin; appropriation

10 Co-sponsors

• Neil D. Breslin
• Martin Malavé Dilan
• Terry Gipson
• Brad Hoylman-Sigal
• Timothy M. Kennedy
• Liz Krueger
• Ted O'Brien
• Bill Perkins
• Gustavo Rivera
• José M. Serrano

BILL NUMBER:S7101

Title of bill

An act to amend the mental hygiene law, in relation to a public awareness educational program on heroin; and making an appropri- ation therefor

Purpose or general idea of bill

To direct the Commissioner of the Office of Alcohol and Substance Abuse to create a public awareness and educational program on the dangers and costs of heroin use, and allocate the funds necessary for such program.

Summary of specific provisions

Section 1 amends section 19.09 of the mental hygiene law by adding a new subdivision (i) to require the Commissioner of the Office of Alcohol and Substance Abuse (OASAS) to create a multi-faceted public outreach program to raise awareness of the inherent dangers and costs of heroin use. The program shall consist of such public service announcements and interactive media spots designed to reach the broadest possible general audience, as well as those designed to specifically target those social and age groups that are most at risk for experimenting with heroin, those who are currently using heroin, and those who are seeking or undergoing treatment for heroin addiction. Topics covered shall include, but not be limited to: the dangers of heroin addiction after only one use; raising the profile of the state's Good Samaritan law with regard to seeking emergency assistance for a person experiencing a drug overdose; the demographics (the victims and their families and friends) of the current heroin crisis; and the availability and effectiveness of "opioid antagonists" such as Naloxone. It further requires that the Commissioner examine all possible methodologies for the most effective way to reach the widest possible audience for the announcements, including the agency website and social media.

Section 2 immediately allocates $500,000 to the Department of Mental Hygiene from the state treasury to be used specifically for making this public service announcement.

Section 3 is the effective date of the bill.

Justification

With heroin addiction reaching epidemic levels throughout state, from our urban centers to rural and suburban areas, it is crit- ical that New York State use every possible tool at its disposal to focus on its impact on the lives of users and their loved ones. One of those crucial tools is brief, and often graphic, Public Service Announcements (PSAs) that will retain viewer attention and can be easily reproduced and transmitted through social media. There have been successful ad campaigns like the Montana Meth Project, which used a series of short, shocking videos to show the truly horrific things that happen to meth users. The effectiveness of this methodology is compel- ling, with teen meth dropping by 63% in Montana, 65% in Arizona and 50% in Idaho.

This legislation requires OASAS to use a similar approach to highlight the dangers of heroin use in New York. Many public service announcements and media spots have "gone viral" through such media as Youtube, Face- book, Twitter, Vine, and Instagram, receiving worldwide attention far beyond their intended audience. While powerful videos may be difficult to view, the strong message they carry can be the most effective way to educate the public on the horrific consequences of heroin use, and prevent young people from using the first time.

Prior legislative history

New Bill - 2014

Fiscal implications

$500,000 appropriation.

Effective date

This act shall take effect immediately.