Opioid Addiction Call-to-Action

▶Videoyoutube.com

Also: Call to Action · Stop the Stigma, Start the Conversation · Stop the Stigma

“Stop the Stigma, Start the Conversation”

Monroe County Department of Public Health (Rochester, US-NY) campaign launched November 4, 2024 with opioid settlement funds to point people to free naloxone boxes and reduce stigma around substance use disorder. Short PSAs feature local business owners and county staff, run on YouTube, Facebook, TikTok and video screens at 892 sites such as waiting rooms, bars, gyms and gas pumps, later with radio and print; it won a 2026 Bronze Telly.

Years: 2024–now
Country: United States
Topic: Harm reduction Opioids
Asks people to: Reduce stigma Seek help Start
Strategy: Service link Stigma reduction Testimonial Trusted messenger
Channel: Hotline Point of sale Print Radio Social (paid)
Audience: Adults General public
Residents of targeted ZIP codes; later phases planned on the Good Samaritan Law, outreach to the Deaf community, and 'Faces of Substance Use' stories.

Evidence

Self-reportedUnknown

No reach or outcome data published. Awards: Bronze Telly, 47th Telly Awards (Public Service PSA, Local TV/Streaming/Digital), May 2026. The county had said in June 2024 that calls to its 24-hour opioid hotline spike after IMPACT media appearances, the rationale for a coordinated campaign.

Sponsor (who paid)

Monroe County Department of Public Health (IMPACT team, Addiction Services) State local government, funder
New York opioid settlement funds (Monroe County share, secured by the NY Attorney General) Settlement funded, funder

Credits (who made it)

Game Plan Marketing Creative, 2024- source
Writ Large PR, LLC PR, 2024- source
Joe Gallo (videographer) Production, 2024- source

Executions (individual ads)

Naloxone Kits Save Lives - PSA by Monroe County Public Health Dept. & Rochester Central Library 2025 · social-paid · youtube
Naloxone Kits Save Lives - PSA by Monroe County Public Health Dept. & ROCovery Fitness 2025 · social-paid · youtube
Naloxone Kits Save Lives - PSA by Dr. Tisha Smith, Monroe County Addiction Services 2025 · social-paid · youtube
Naloxone Kits Save Lives - PSA by Alex Benitez, Monroe County Addiction Services 2025 · social-paid · youtube
Cocaine & Fentanyl Risks: Together We Can Save Lives - PSA by Commissioner Marielena Velez de Brown 2025 · social-paid · youtube
Beauty Salon Owner Urges Clients to Help Save Lives, Carry Naloxone, Learn How to Use It – PSA 1 2025 · social-paid · youtube
Beauty Salon Owner Urges Clients to Help Save Lives, Carry Naloxone, Learn How to Use It – PSA 2 2025 · social-paid · youtube
Barbershop Owner Urges Clients to Help Save Lives, Carry Naloxone, Learn How to Use It – PSA 1 2025 · social-paid · youtube

Related campaigns

Sources

Research notes

US-NY (Monroe County). Discovered 2026-10-22 for #17 (local campaigns pass; method: contract-record). Opened 2026-10-22: 4 Nov 2024 launch release (580+ NaloxBoxes; QR codes to the NaloxBox locator and IMPACT hotline 585-753-5300; settlement funds credited to AG Letitia James), 3 June 2024 State of Public Health release (announced as 'Stop the Stigma' with planned videos, TV, radio, digital, billboards, bus tails and social), 27 May 2026 Telly release (credits Game Plan Marketing, Writ Large PR, LLC and videographer Joe Gallo; Creative Director Jonathan Ghent, employer not stated). Credits come from the county's award release, not a contract; no contract amount or procurement record found, so budget is left out. Executions: 8 PSAs on the WritLarge PR YouTube channel, oEmbed-confirmed; the salon and barbershop descriptions say each PSA is part of the Monroe County (NY) Health Department's 'Stop the Stigma, Start the Conversation' campaign; years are upload years. Planned billboards and bus tails were not confirmed as run. Precursor: Monroe joined the HEALing Communities Study fentanyl awareness communications campaign in Oct 2022 (not a case).

Record cases/monroe-county-ny-call-to-action.json, updated 2026-10-22· Link to this campaign