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Heroin Video

See the Super Bowl commercial everyone is talking about.

Higher Than Ever

The higher purity level has made heroin more addictive and deadly.

A Letter to Parents

What can parents do to protect their kids?

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The Curiosity+Heroin campaign is working to educate people about heroin and prescription painkiller abuse.

Heroin and prescription painkiller abuse has become a problem of epidemic proportions. Curiosity+Heroin is an educational campaign from NCADA – St. Louis that raises awareness of the effects and consequences of this real and present danger.

The Science & Human Toll of Heroin

Your Voice Matters: Use It

People Can & Do Recover

Warning: Nearly All Heroin Users Began Abusing Rx Painkillers First

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We're bringing awareness of heroin and prescription painkiller abuse to the largest audience we can. Look for this at the end of halftime during Super Bowl XLIX. ... See MoreSee Less

This commercial will air during Super Bowl XLIX. Its gripping story is meant to raise awareness about the heroin and prescription painkiller epidemic in the ...

Laurie Kay, Michael Baroli and 23 others like this

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Curiosity+HeroinMore background on the spot and why it was made the way it was: The stark contrast in tone between the upsetting images and the almost light-hearted music is an intentional choice that reflects the stark contrasts of these real-life situations. The terrible truth is that some young people see the use of prescription opiates as a kind of lark, something fun and relatively risk-free. That perception is entirely disconnected from the reality: that experimenting with highly addictive opiate painkillers, which are almost chemically identical to heroin, all too often ends in heart-breaking tragedy. In using the tools of drama to convey this crucial truth in a 60-second spot, we created a parallel disconnection between the visual story we see on screen and the musical story we hear. It is disturbing. It is jarring. It is painful to watch. And we must pay attention to it.21 hours ago   ·  2
Kate MeyerRaising awareness and simultaneously re-opening wounds of every single loved on of an addict who died of an overdose. I commend your efforts to raise awareness, but this is way off base. At the very least, it will start a conversation, but the conversation is going to be about how ridiculous that music was vs. a conversation about the real issues.20 hours ago   ·  3
Laura WerlingerThis video is a complete slap in the face to any parent who has lost a child to addiction, the upbeat music is compeltly disrespectful.19 hours ago   ·  2
Hallie Kingas someone who is 5 years clean, I like it. Especially having met so many naive parents who said, "not my child." For the people it is affecting right here and now, it's great. For those of us who lost family and friends to the horrible disease, we shouldn't be upset at the images, because it literally can save a child's life, if a mother or father sees it and decides to check on their child. If one life is saved from this commercial, it's worth it.10 hours ago   ·  1
Mary O'BrienThis is not the way.14 hours ago   ·  1
Linda Hartmann HaasI'm not as bothered by the music as I am by the images. Actually, the commercial is ok and gets the message across. I don't feel Superbowl is the time for it. Yes, it will have a large audience but having gone through this experience personally, i don't want to be hit in the face with the nightmarish reminder in what is to be a party atmosphere.14 hours ago
H Glen ThrasherSome time there are people who DON'T care about others.19 hours ago

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What does this concerned mom have to do with Super Bowl XLIX? ... See MoreSee Less

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Juan Wilson, Beth Schmaltz Riegert and 7 others like this

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Sammy StarrMy cousin is addicted to heroin and I have plenty of friends who are recovering addicts... please get rid of this freaking commercial. I feel nothing but anger from it because there is nothing 'happy' about this jingle you have going on.21 hours ago   ·  2
Debbie Ploesser NeedyThe jingle is getting horrible reviews on social media. But it's being talked about now, which is KEY! Probably should have used a modern day song to get a larger impact. I am just thrilled that this is being aired to such a large audience like the Super Bowl.21 hours ago   ·  1
Lora Darlene SaczawaAs a addicts mom, I did not feel anything from this video.22 hours ago   ·  2
Ben FloydFROM NCADA The stark contrast in tone between the upsetting images and the almost light-hearted music is an intentional choice that reflects the stark contrasts of these real-life situations. The terrible truth is that some young people see the use of prescription opiates as a kind of lark, something fun and relatively risk-free. That perception is entirely disconnected from the reality: that experimenting with highly addictive opiate painkillers, which are almost chemically identical to heroin, all too often ends in heart-breaking tragedy. In using the tools of drama to convey this crucial truth in a 60-second spot, we created a parallel disconnection between the visual story we see on screen and the musical story we hear. It is disturbing. It is jarring. It is painful to watch. And we must pay attention to it.17 hours ago

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