Attorney General J.B. Van Hollen Announces "The Fly Effect" Prevention Campaign Coming to the Badger Radio Network

Aug 27 2014
Attorney General J.B. Van Hollen Announces "The Fly Effect" Prevention Campaign Coming to the Badger Radio Network

Radio Spots from the Heroin Prevention Public Awareness Campaign to Air

During Badger Football Games  


MADISON — Attorney General J.B. Van Hollen is pleased to announce that more Wisconsin residents will have the chance to learn about the devastating effects of Heroin abuse when, as part of the Department of Justice’s Heroin prevention public awareness campaign, “The Fly Effect” radio spots begin airing on the Badger Radio Network on August 30, 2014, which marks the first Badger football game.


“The goal of this campaign is prevention. We want to prevent more young people from ever experimenting with Heroin and ultimately, prevent more deaths from Heroin and other opiates,” Van Hollen said.  “It’s my hope that by bringing this campaign to Badger football radio broadcasts, more people will pause to better understand this scourge that’s impacting every corner of our great state, and have an important conversation with their children and their loved ones.”


In addition to broadcasting “The Fly Effect” radio spots (available here) statewide throughout football’s regular season, “The Fly Effect” also will have a presence at, which will enable visitors to click and link directly to


“Wisconsin fans are passionate about their sports teams. I’m hopeful some of that energy will be channeled into learning about this problem and sharing this critical prevention message,” Van Hollen said.


National Prescription Drug “Take-Back” Day is Coming Up!


Attorney General Van Hollen also reminds Wisconsinites that the next National Prescription Drug “Take-Back” Day is Saturday, September 27, 2014, from 10 am to 2 pm, during which residents may drop off their unused, unwanted or expired prescription drugs at collection sites statewide.  The “Take-Back” service is free and anonymous.  Using your zip code, you can find a drop-off location near you by visiting


“We know the abuse of and addiction to opiate-based prescription drugs can lead to Heroin use, which has increased in Wisconsin in recent years, taking far too many lives with it,” Van Hollen said.  “I encourage people to check their medicine cabinets and get rid of any unused or unwanted prescription medications, especially pain relievers.  These ‘Take-Back’ Days serve as a convenient way of helping to prevent prescription drug diversion and misuse.”


Heroin-related Deaths Increase


According to the Wisconsin Department of Health Services (DHS), between 2002 and 2013 prescription opioid-related deaths rose from 144 in 2002 to 324 in 2012; heroin-related deaths rose from 27 in 2002 to 187 in 2012. 


DHS is working on many fronts, and along with many other State Departments and partners, to prevent and reduce these needless and preventable deaths.  DHS works with some 110 community coalitions under the umbrella of the Alliance for Wisconsin Youth.  These local coalitions work closely with local law enforcement and community members to support efforts around the National Prescription Drug Take-Back Day by helping to get the word out.


“When you consider that there were more opiate-related deaths than highway fatalities in the state in 2012, it’s clear that opiate addiction is a public health crisis in Wisconsin,” said DHS Secretary Kitty Rhoades. “It affects every corner of our state—from large urban areas to small rural communities—and it doesn’t just impact the addict, it also affects the addict’s family, friends, and community. The safe disposal of prescription opiates prevents easy access to these narcotics, which when used incorrectly can lead to and feed addictions.”


Ahead of the next “Take-Back” Day, the Department of Justice will air throughout the month of September television and radio spots to highlight the link between prescription drugs and Heroin, and to promote September’s “Take-Back” Day.  One of the individuals featured in the Fly Effect campaign, Mandy, shares her story of transitioning from abusing Oxycontin as a teenager to abusing Heroin after her dealer suggested she try it.  You can view the TV spot here.


Earlier this year, during April’s National Prescription Drug “Take-Back” Day, Wisconsin residents dropped off 25 tons (50,485 lbs.) of unwanted, expired or unused prescription drugs at 200 collection sites statewide.  According to the U.S. Drug Enforcement Administration (DEA), which coordinates the biannual “Take-Back” events nationwide, Wisconsin ranked third in the nation in the total amount collected, trailing only California and Texas. 


During “Take-Back” Day in October of last year, Wisconsin residents dropped off 19.25 tons (38,506 lbs) worth of unwanted, expired or unused prescription drugs at nearly 180 collection sites statewide, putting Wisconsin at 4th in the nation in the total amount collected.  In addition to the many local law enforcement agencies that participate as drop-off sites for residents, the Wisconsin State Patrol, Wisconsin National Guard and special agents with the Department of Justice – Division of Criminal Investigation (DCI) assist with “Take-Back” efforts.


The Fly Effect


Last fall, Attorney General Van Hollen joined local law enforcement, first responders, community leaders and others to introduce the multimedia campaign to educate teens, young adults and others about Heroin.  Law enforcement, community groups, families and others are encouraged to view and to share The Fly Effect videos and materials in their prevention efforts.  Visit for more information about Heroin, personal stories and treatment resources.  Downloadable materials (including posters, brochures, fact sheets and other resources) from The Fly Effect also are available at the DOJ’s website at