The Fly Effect

Heroin Prevention Public Awareness Campaign

Heroin Prevention Public Awareness Campaign



Recently the Wisconsin Department of Justice launched “The Fly Effect,” a Heroin prevention public awareness campaign designed to reach our state’s young people.  As you know, Heroin has become a statewide epidemic.  This highly addictive drug is taking lives, devastating families and stretching law enforcement and others.

I’m writing to ask for your help in sharing this important message.  We’ve created the tools, but we need your help in ensuring this campaign reaches its fullest potential.

We’re seeking to educate Wisconsin’s teens and young adults – and their families – before our young people try Heroin for the first time.  You may have seen the TV spot, or heard the ads online or on the radio, but only you can help us make this prevention campaign truly resonate with people in YOUR communities.

The campaign theme – The Fly Effect — is inspired by the nursery rhyme “There was an old lady who swallowed a fly,” which is used in the campaign’s TV spot.  The song’s escalation and spiral parallels the unexpected and uncontrollable spiral associated with Heroin addiction.  It’s designed to pique the interest of our target audience – teens.  Visitors to the website are prompted to make a short series of decisions related to Heroin, all of which are designed to illustrate the painful, and often devastating, choices associated with abuse.  We believe we’ve created a campaign that can make a difference.

You can spread this message by sharing the website on social media.  Tweet links to the personal video testimonials from young people and from parents, devastated by the loss of a child.  Hold community discussions about how Heroin is impacting your community — distribute the brochures and fact sheets available at the Department of Justice website,, and play one or two of the video testimonials for your audience.  Use the downloadable PowerPoint to guide your town hall meeting to educate parents, gathered at the local high school.  Pick up posters from one of our regional Division of Criminal Investigation field offices to post at your agency, in schools, at youth organizations or wherever there are residents who are willing to engage in and share in this important community conversation.

We’ve created these materials for you to use as you see fit, but we need you to help give this critical message the greatest exposure possible.  Together, we can make an impact.

If you have questions about the campaign or request any type of assistance, please contact my communications officer, Dana Brueck, at

Thank you, and God bless.

J.B. Van Hollen