New York Wants Young People to Create Their Own Anti-Drug Ads—And Put Them on Billboards
OASAS launches 'Drop Your POV,' a first-of-its-kind campaign inviting New Yorkers ages 10-25 to create original content about substance use risks for statewide media placement.
The billboards will go up across New York State this summer. The TV spots will air during commercial breaks. The social media posts will scroll through thousands of feeds. And the people creating them? They might still be in high school.
The New York State Office of Addiction Services and Supports (OASAS) is trying something it has never done before. Instead of hiring an advertising agency to craft anti-drug messaging, the agency is turning to the very people it hopes to reach. Through a new campaign called "Drop Your POV," OASAS is inviting New Yorkers between the ages of 10 and 25 to create their own content about substance use risks—and promising to put the best submissions on billboards, television, radio, and social media.
A Campaign Built by Youth, for Youth
The premise is straightforward: young people know better than adults what messages resonate with their peers. The campaign asks participants to submit original content—short videos, spoken word performances, songs, animations, posters, or any other creative format—that speaks authentically about the realities of alcohol, cannabis, and drug use.
"Young people know what messages resonate best with their peers," said OASAS Commissioner Dr. Chinazo Cunningham in announcing the campaign. "Through this campaign, they will have an opportunity to offer a unique perspective on the challenges they are facing, and the best ways to address substance use risks."
The approach represents a shift in how public health agencies typically communicate with young audiences. Rather than relying on authority figures to deliver warnings, OASAS is treating youth as experts in their own culture and communication styles.
What OASAS Is Looking For
The campaign accepts a wide range of creative formats. Participants can submit visual art like posters or animations, or broadcast and social media-style videos featuring acting, singing, dancing, or other performances. Content can address various aspects of substance use, including prevention strategies, harm reduction, the impact of peer pressure, or personal experiences with drugs and alcohol.
There are some ground rules. Video submissions must be under one minute. Content cannot include profanity or derogatory language. Participants under 18 need parental consent. And creators should avoid displaying branded merchandise or logos in their submissions.
The deadline for submissions is July 1, 2026. Selected creators will not receive financial compensation, but their work will be featured across multiple media platforms with the potential to reach millions of viewers.
The Opening Gambit: Adults Trying to Sound Young
The campaign is launching in phases. The initial rollout features a deliberately awkward approach: advertisements showing adults attempting to speak like young people. The humor serves a strategic purpose—demonstrating that when it comes to reaching youth, authenticity matters more than good intentions.
By highlighting how poorly adult messaging can land, OASAS hopes to make the case that young creators are better positioned to craft effective prevention content. The contrast between the cringe-worthy adult attempts and the genuine youth voices that will follow is meant to underscore the campaign's central thesis.
Why This Approach, Why Now
New York State has invested heavily in addiction prevention, treatment, and recovery services in recent years. OASAS oversees approximately 1,700 programs serving over 731,000 individuals annually, including 12 state-run Addiction Treatment Centers providing inpatient and residential care to roughly 8,000 people per year.
Despite these resources, reaching young people with prevention messaging remains challenging. Traditional public health campaigns often struggle to break through the noise of social media and entertainment content that dominates youth attention. By recruiting young creators who already understand the platforms and formats their peers consume, OASAS is attempting to meet youth where they already are.
The campaign also reflects a broader recognition in public health that peer influence cuts both ways. Just as young people can influence each other toward risky behaviors, they can also model healthier choices and provide social support for avoiding substance use.
The Stakes for Young New Yorkers
Substance use among young people remains a significant concern in New York. The state has seen progress in reducing overdose deaths overall, with a more than 30% drop reported in 2025. But preventing substance use before it starts remains a priority, particularly as new drugs and drug combinations continue to emerge in the illicit market.
Cannabis use among young people has also drawn increased attention since the state legalized recreational marijuana for adults in 2021. Governor Kathy Hochul has directed the New York State Gaming Commission to take steps to prevent underage gambling as sports betting and casino expansion continue statewide.
The "Drop Your POV" campaign sits within this broader context of youth-focused prevention efforts. By giving young people the platform to speak to each other, OASAS is betting that authentic peer voices will prove more persuasive than traditional top-down messaging.
How to Participate
Young New Yorkers interested in submitting content can find detailed guidelines at oasas.ny.gov/drop-your-pov. Submissions must include the title of the piece, the creator's name, contact information, age, place of residence, school or organization, and a short artist bio.
All submitted artwork becomes the property of OASAS, though creators retain credit for their work. The agency will review submissions based on creativity, message clarity, and alignment with the campaign's prevention goals.
For young people interested in building a portfolio or audience, the campaign offers significant exposure. Past OASAS public awareness campaigns have generated hundreds of millions of impressions across the state.
New Yorkers struggling with substance use, or whose loved ones are struggling, can call the state's 24/7 HOPEline at 1-877-8-HOPENY (1-877-846-7369) or text HOPENY (467369) for confidential support and referrals to treatment services.
Written by
MTNYC Editorial TeamThe MTNYC Editorial Team is a group of healthcare writers, researchers, and addiction specialists dedicated to providing accurate, compassionate, and evidence-based information about addiction treatment and recovery resources in New York State.
