BILL NUMBER: S4755

SPONSOR: PARKER
 
TITLE OF BILL:

An act to amend the mental hygiene law, in relation to a public aware-
ness 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 (1) 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 over-
dose; 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, includ-
ing 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 tran-
smitted 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:

2019-2020: S.4437 - Referred to Finance
2017-2018: S.2351 - Referred to Finance
2015-2016: S.1560 - Referred to Finance
2013-2014: S.7101 - Referred to Finance

 
FISCAL IMPLICATIONS:

$500,000 appropriation.

 
EFFECTIVE DATE:
This act shall take effect immediately.