Moviegoers in New York state will now see public service announcements warning of the dangers of heroin use.
The state began airing the announcements Friday in movie theaters across New York. They will appear before select movies rated PG-13 or R through early January.
The spots include testimonials from recovering users who share personal stories about how heroin abuse affected their lives and families.
Gov. Andrew Cuomo says the campaign is part of the state's larger effort to "push back" against heroin and prescription drugs.
In 2013, there were 91,000 medical admissions for heroin and prescription opiate abuse in New York state. That's up from 76,000 five years ago.