A New York County Just Won a National Award for Its Opioid Awareness Campaign

Monroe County's public health department has something to celebrate. Its Opioid Addiction Call-to-Action campaign just took home a Bronze Telly Award, placing the Upstate New York initiative among the most recognized public service work in the country.

The 47th Annual Telly Awards, which received nearly 14,000 entries from around the world, honored the county's campaign in the Public Service PSA category for Local TV, Streaming and Digital. For a county of roughly 750,000 residents to earn recognition alongside major agencies and production companies signals that effective public health messaging doesn't require a big-city budget—just a clear purpose and community trust.

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What the Campaign Does Differently

Launched in November 2024, the Call-to-Action campaign deploys video, digital, radio and print messaging with a specific goal: reduce the stigma that prevents people from seeking help for substance use disorder. Rather than relying on scare tactics, the campaign centers on real stories from Monroe County residents who have experienced addiction and recovery firsthand.

"Public health messaging is most effective when people feel seen, respected and informed rather than judged," said Dr. Marielena Vélez de Brown, the county's public health commissioner. The approach appears to be working. The campaign directs residents to practical resources including the county's 24-hour Opioid Hotline at (585) 753-5300 and an interactive map showing the location of more than 650 publicly accessible NaloxBoxes—emergency naloxone stations placed throughout the community.

The messaging also educates residents about New York's Good Samaritan Law, which protects individuals who call 911 during an overdose from prosecution for minor drug possession. This legal protection, often unknown to the public, can mean the difference between life and death when someone hesitates to call for help.

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Building on Local Infrastructure

The award recognizes creative execution, but the campaign rests on substantial groundwork laid over several years. Monroe County has expanded its IMPACT team—a mobile unit that connects people with addiction services—and maintains one of the most comprehensive naloxone distribution networks in New York State.

The county's Opioid Dashboard, available online, tracks overdose data in real time and helps target interventions where they are needed most. This data-driven approach allows the health department to adapt its messaging based on actual community needs rather than assumptions.

County Executive Adam Bello emphasized the collaborative nature of the work. "I thank everyone who helped bring this work to life, especially the individuals and families who chose to speak openly about addiction and recovery in hope of helping someone else."

For other New York counties grappling with similar challenges, Monroe County's recognition offers a model: combine accessible harm reduction tools with storytelling that treats addiction as a health issue rather than a moral failing. The Telly Award may be bronze, but the potential impact—more residents reaching out for help, more lives saved—carries significantly more weight.