BILL NUMBER:S1560

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:

2013 - 2014: Referred to Finance

FISCAL IMPLICATIONS:

$500,000 appropriation.

EFFECTIVE DATE:

This act shall take effect immediately.