Since 1995, the number of teens between the ages of 12 and 17 who have tried heroin has increased by more than 300%. And according to the National Council on Alcoholism and Drug Dependence, more than 75% of people who try heroin once will use the drug again. With numbers like that, we decided to reach out to Wisconsin’s young people before heroin reached them.

In the fall of 2013, the Wisconsin Department of Justice launched a new statewide campaign called The Fly Effect to raise awareness of heroin’s destructive power. In television and radio ads, posters, stickers and more, we’re showing teens how one small decision—the decision to take a hit—can quickly spiral out of control.

For more information about this campaign, please contact the Wisconsin DOJ at 608-266-1221.