The Challenge In 2021, overdose deaths in New York City were surging and a proven intervention, overdose prevention centers (OPCs), remained politically toxic. Andrew Cuomo, who had promised to authorize OPCs while seeking reelection as governor, was stonewalling negotiations in the final months before his anticipated resignation or impeachment.

NO OD NY—a month-long, 500-mile walk from New York City to Buffalo with rallies along the way—was conceived to pressure the governor to make good on his promise and reframe the public conversation around an urgent public health crisis.

The Strategy We led with humanity, centering the voices of people who had lost loved ones to overdoses or personally survived overdoses. Statistics from OPCs in Canada helped to reeducate the public about these services and debunk harmful myths. Prior to the launch of the campaign, I developed the campaign’s lean nonprofit canvas, key messaging, and aligned communications among a coalition that included VOCAL-NY, Housing Works, elected officials, public health experts, pro-harm reduction law enforcement, and user unions.

The Execution I managed all communications strategy and execution, including eight press conferences in thirty days, directing a graphic designer to ensure consistent, credible visual presence across print and digital. Placements included ABC, Albany Times-Union, CBS, The Ithaca Voice, NBC, PBS/NPR, FOX News, and Spectrum News.

The Result Andrew Cuomo’s AG called NO OD NY organizers to reopen the stalled negotiations about opening OPCs. NO OD NY directly contributed to the opening of New York City's first overdose prevention centers. To date, those centers have recorded 1,008 averted overdoses.

NO OD NY rally in Albany, 2021. Photo by Mel Musto.