What's happening
This bill requires the creation and funding of a statewide public awareness campaign on the dangers and treatment of heroin use.
Why it matters
Targets Multiple At-Risk Groups. The campaign isn't just for the general public—it explicitly aims to reach those at highest risk, including young people, current users, and individuals seeking or undergoing treatment, making the message more relevant and potentially more effective.
Comprehensive Education Approach. The program covers a wide range of crucial topics, such as the risk of addiction after a single use, how to recognize symptoms of heroin addiction, the importance and use of opioid antagonists like naloxone, and details about the Good Samaritan law—information that can save lives and reduce stigma.
Maximizes Accessibility and Visibility. By requiring announcements to be posted in highly visible places online, including social media, and making materials freely downloadable, the bill ensures that accurate information is accessible to both individuals and organizations that want to share or use these resources.
Provides Dedicated Funding. The specific appropriation of $500,000 means the campaign will have immediate resources, signaling a recognition of the urgency and importance of addressing heroin addiction with concrete action rather than unfunded mandates.
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Who cares
Headline styles
Launch Heroin Awareness Campaign
Plain English, a few words. Used as the page title.
Sponsors
History
- Referred to finance
- Referred to finance
Full text
2 pagesUnderlined is new[Struck] is removedOfficial text on nysenate.gov ↗
STATE OF NEW YORK
2351
2017-2018 Regular Sessions
IN SENATE
January 13, 2017
Introduced by Sens. PARKER, RIVERA -- read twice and ordered printed, and when printed to be committed to the Committee on Finance
AN ACT to amend the mental hygiene law, in relation to a public awareness educational program on heroin; and making an appropriation therefor
The People of the State of New York, represented in Senate and Assembly, do enact as follows:
Section 1. Section 19.09 of the mental hygiene law is amended by adding a new subdivision (k) to read as follows:
(k) The commissioner shall 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. The content of such outreach efforts shall include, but not be limited to, such topics as: the dangers of addiction after only one use; section 220.78 of the penal law, otherwise known as New York state's good samaritan law; the current demographics of heroin addiction; the recognizable physiological symptoms of addiction; the availability and the critical effectiveness of administering an opioid antagonist in cases of suspected overdose; and the availability of the office's HOPEline. The commissioner shall post the announcements, examine all possible methodologies, and take all other efforts, including the use of social media sites, to ensure that the announcements are viewed by the maximum number of people. The commissioner shall also provide copies of the announcements on its website in a highly visible location that are available to be freely downloaded by any member of the public.
EXPLANATION--Matter in italics (underscored) is new; matter in brackets
[ ] is old law to be omitted.
LBD06581-01-7
S. 2351 2
§ 2. The sum of five hundred thousand dollars ($500,000), or so much thereof as may be necessary, is hereby appropriated to the department of mental hygiene out of any moneys in the state treasury in the general fund to the credit of the office of alcoholism and substance abuse services, not otherwise appropriated, and made immediately available, for the purpose of carrying out the provisions of this act. Such moneys shall be payable on the audit and warrant of the comptroller on vouchers certified or approved by the commissioner of the office of alcoholism and substance abuse services in the manner prescribed by law.
§ 3. This act shall take effect immediately.
Reflowed for reading: line numbers and page breaks removed. Cite the official text.
Sponsor's memo
Title of bill
An act to amend the mental hygiene law, in relation to a public awareness educational program on heroin; and making an appropriation 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 (j) 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 critical 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 compelling, 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
2015-2016: Referred to Finance 2013-2014: Referred to Finance
Fiscal implications
$500,000 appropriation.
Effective date
This act shall take effect immediately.
Summaries, headlines and scores are AI-generated from the official bill text. How we score bills. Source: NYS Open Legislation.