Monroe County earns national recognition after opioid awareness campaign receives Bronze Telly Award for public service messaging

Monroe County, New York – Monroe County’s ongoing fight against the opioid crisis has received national recognition after its public awareness campaign focused on addiction prevention and recovery earned a Bronze Telly Award during the 47th Annual Telly Awards.

County Executive Adam Bello announced the achievement this week, highlighting the growing impact of the Department of Public Health’s Opioid Addiction Call-to-Action campaign, which was honored in the Public Service PSA category for Local TV, Streaming and Digital. The recognition places Monroe County alongside media productions and campaigns from organizations around the world that were celebrated for excellence in television and video storytelling.

The Telly Awards, founded in 1979, recognize creative work across broadcast television, streaming platforms, social media, and digital media. This year’s competition proved especially intense. Nearly 14,000 entries were submitted globally, marking the largest number in the organization’s history.

For Monroe County officials, however, the award represents more than creative success. It signals growing attention toward a crisis that has deeply affected families and neighborhoods across the community.

Launched in November 2024, the campaign was designed to confront opioid addiction and overdose deaths through direct, human-centered messaging. Using video storytelling, radio advertisements, digital outreach, and print materials, the initiative aimed to spread awareness about overdose prevention tools while also challenging the stigma that often surrounds Substance Use Disorder.

At the center of the campaign was a simple but important message: addiction is a health issue, recovery is possible, and help should never feel out of reach.

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“This recognition reflects the hard work happening across Monroe County to address the overdose crisis with compassion, education and community partnership,” said Monroe County Executive Adam Bello. “The Call-to-Action campaign was created to reach people with clear information, reduce fear around asking for help and remind families that support and recovery are possible. I thank the Department of Public Health, our community partners and the individuals who shared their stories to help others know they are not alone.”

The county’s approach intentionally moved away from fear-based messaging. Instead of focusing solely on statistics or criminal consequences, the campaign centered on lived experiences, recovery journeys, and practical resources available within the community.

Public health leaders say that approach matters.

“Too many individuals and families in our community have been affected by overdose and Substance Use Disorder,” said Dr. Marielena Vélez de Brown, Monroe County Commissioner of Public Health. “Public health messaging is most effective when people feel seen, respected and informed rather than judged. This initiative helps open conversations, promote life-saving tools like naloxone and connect people with support.”

That emphasis on compassion reflects a broader shift taking place in communities across the country as health officials increasingly frame addiction as a public health challenge rather than solely a criminal justice issue.

In Monroe County, the campaign forms part of a larger strategy aimed at prevention, treatment, harm reduction, and outreach. Officials say those efforts continue to expand as overdose concerns remain a major issue locally and nationwide.

Among the county’s recent actions is the growth of the Department of Public Health’s IMPACT team, which works directly with individuals and families affected by addiction. The county has also installed more than 650 publicly accessible NaloxBoxes throughout the community, allowing residents easier access to naloxone, the medication used to reverse opioid overdoses in emergencies.

Educational outreach surrounding overdose prevention and New York’s Good Samaritan Law has also become a major focus. The law is designed to encourage people to seek emergency medical assistance during an overdose situation without fear of certain criminal charges.

Officials involved in the campaign say the stories shared by participants played a major role in making the messaging resonate.

“The people who shared their stories for this campaign showed a tremendous amount of courage,” said Director of Addiction Services Dr. Tisha Smith. “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.”

Behind the scenes, the campaign was built through a collaboration involving several creative and public health partners. The Monroe County Department of Public Health worked closely with Game Plan Marketing, Writ Large PR, LLC, and videographer Joe Gallo to develop the award-winning initiative.

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Several individuals also played major roles in shaping the project, including Addiction Services Outreach Supervisor Alex Benitez, Addiction Services Program Manager Jessica O’Connor, Director of Addiction Services Dr. Tisha Smith, Project Manager Rachel Gordon, and Creative Director Jonathan Ghent.

Together, the team developed messaging intended not only to inform residents, but also to create emotional connection and trust — something health officials say is critical when addressing addiction.

The opioid crisis has touched communities throughout the United States for years, with local governments increasingly searching for ways to reduce overdose deaths while improving access to treatment and support services. Public awareness campaigns have become one tool among many, though officials say effective messaging requires authenticity and community engagement.

Monroe County leaders believe the campaign’s recognition at the Telly Awards shows that local public health messaging can still break through in a crowded media landscape when it focuses on honesty and human stories.

At the same time, officials stress that the work is far from over.

The county continues encouraging residents to learn how naloxone works, where to find overdose prevention resources, and how to access treatment services for themselves or loved ones. The Monroe County Department of Public Health maintains an online NaloxBox Map and Resource Page to help residents locate naloxone supplies and support programs across the area.

Support is also available around the clock through the Monroe County Opioid Hotline at (585) 753-5300, which operates 24 hours a day, seven days a week for individuals seeking assistance, guidance, or information related to addiction and recovery.

For Monroe County officials, the Bronze Telly Award ultimately represents recognition of a much larger mission — one centered not on publicity, but on saving lives, reducing stigma, and helping families feel less alone in the face of addiction.

As overdose prevention efforts continue to evolve, county leaders say they hope the campaign encourages more people to speak openly about Substance Use Disorder and seek support before tragedy strikes.

The award may place Monroe County’s campaign on a national stage, but officials insist the true success of the initiative will be measured somewhere far more important — in conversations started, lives reached, and recoveries made possible throughout the community.