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Harm Reduction Delivered

Also: Can You Tell? · If You Think · Heart Rate · This Is Enough Fentanyl to Kill You · Be a Harm Reduction Hero

“Can you tell?”

New York State OASAS media campaign announced by Governor Hochul on July 31, 2023, warning about fentanyl in pills, cocaine and other drugs, promoting naloxone and fentanyl and xylazine test strips mailed free through NEXT Distro and NY MATTERS, and pointing to addiction help. English and Spanish PSAs ran on TV, radio, billboards, public locations and social media.

Years
2023–now
Country
United States
Budget
USD 5,000,000 media-buying contract (OC000286), 24 May 2023 to 31 Mar 2024 (Open Book New York)
Topic
DrugsHarm reductionOpioids
Asks people to
RecognizeSeek helpStart
Strategy
Fear appealService linkSimple instruction
Channel
Direct mailOutdoorRadioSocial (paid)TVWebsite
Audience
AdultsGeneral public
People who use drugs and those around them, in English and Spanish.

Evidence

Self-reportedUnknown

OASAS: more than 12 million test strips ordered and 80,000 naloxone kits distributed through the mail program as of 1 March 2024 (program output, not attributable to ads alone). Governor's office later reported 20 million test strips (Aug 2024, search snippet).

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. Governor Hochul announces new statewide media campaign (Harm Reduction Delivered), 31 July 2023 sponsor · 2023
  2. OASAS: Harm Reduction Campaign (via Wayback, May 2026) sponsor
  3. NYS OASAS YouTube playlist: July 2023 - Public Awareness Campaign archive
  4. Open Book New York: OASAS contracts with OpAD Media Solutions (OC000286 'Fentanyl and harm reduction awareness campaign') reference · 2023

Research notes

US-NY. Funding per governor's release: 'federal funding through the State Opioid Response and Substance Abuse Prevention and Treatment grants, as well as funding from New York State's Opioid Settlement Fund.' The governor's release names no budget or agency; the RFA SUPP1015-B (prevention advertising, max $500,000) went to BBG&G Advertising (Open Book contract C004482, 'Behavioral health change public awareness and advertising campaign', Sep 2023 to Sep 2025), which is a prevention contract, not this campaign. oasas.ny.gov is behind a Cloudflare challenge; pages were read through the Wayback Machine. Execution years set to 2023 from the playlist name; radio spots (Bottle of Pills, If You Think, Heart Rate) are on SoundCloud and not listed. Ad library search: "NYS OASAS", "Office of Addiction Services and Supports". Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: OpAD Media Solutions (media), from the NYS Comptroller's Open Book New York record of OASAS contract OC000286, 'Fentanyl and harm reduction awareness campaign', USD 5,000,000, 24 May 2023 to 31 Mar 2024 (approved 11 Jul 2023), category Printing - Advertising/Public Awareness; the campaign launched 31 Jul 2023. Possible creative vendor (contract does not name the campaign): Amsterland, OASAS contract C004399 'Public awareness advertising campaign services', USD 500,000, Sep 2021 to Aug 2026. Other OASAS awards found: BBG&G Advertising C004482 (prevention campaign, 2023-2025), Holdrege Design C006853 (statewide addiction awareness campaigns, 2024-2029), OpAD OC000808 and OC0001503 (media buying, 2023-2026). Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/ny-harm-reduction-delivered.json, updated 2026-10-23· Link to this campaign