Middlesex County District Attorney Gerry Leone takes on substance abuse with this year’s PSA Project.

District Attorney Gerry Leone’s 4th Annual PSA Project

By Jeremy F. van der Heiden

Substance abuse has been a social problem that many have attempted to eradicate through myriad initiatives and tactics. On March 1, Middlesex County District Attorney Gerry Leone unveiled the beginning of the 4th Annual PSA Project, an open call for 30 to 60 second, student-made public service announcements.

While the PSA Project had been targeted toward other societal issues in the past, such as teen dating violence in 2009, impaired driving in 2010 and cyber safety in 2011, this year the District Attorney is asking middle and high school level students to focus on quelling the common problem of substance abuse in relationships.

“Adolescence is an exciting but often challenging time, where friends and peers play important roles in shaping the decisions of young people,” District Attorney Leone explained in a statement. “We know that the best communicators to youth are other youth, and our goal through this year’s project is to encourage young people to emphasize the importance of peers and friends helping each other make healthy choices, which includes helping friends avoid illegal and mind/mood-alerting substances.”

Leone went on to add that, “We understand that nearly one in five teens has already abused alcohol or marijuana, and the same demographic has abused prescription medication as well. This abusive activity coupled with the fact that the number one killer of teens is car crashes, presents a troubling dynamic. Since the PSA Project began in 2009, it has been a huge success each year. We are excited to start the 4th annual PSA Project and look forward to seeing the creative ways the students choose to communicate this important narrative.”

The District Attorney’s office suggested topics ranging from different aspects of peer pressure and methods to combat them, to demonstrating sound judgment and avoiding situations that lead to substance-related afflictions.

Somerville High School students took home the winning prize for the inaugural year of the project, which was then based on teen dating violence, with a PSA titled “A Cry for Help.” Superintendent of Schools Tony Pierantozzi expressed his support and excitement for this year’s competition.

“Students from Somerville High School are again engaged in the process of producing a 30-60 second PSA for this year’s project,” he explained. “Since PSAs produced by Somerville students have been selected as finalists each year of the project, I am sure that our students will continue to be strong contenders in this noteworthy project.”

The superintendent went on to express his faith in and admiration for District Attorney Leone.

“Middlesex District Attorney Gerry Leone continues to exemplify superb leadership by taking a proactive stance in the area of youth risk prevention. Since the inception of the Public Service Announcement (PSA) Project in Middlesex County three years ago, many Somerville High School students have participated in this exciting educational project.”

District Attorney Leone has launched many initiatives since taking office in January of 2007, many of which have tackled major problems in the communities of Middlesex County. These include a variety of school safety programs, the Domestic Violence Unit (now titled the Domestic Violence Program) in law enforcement offices across the county and cyber safety initiatives.

The continued efforts of the county’s youth have made a big difference in the lives of the adolescent, adult and elderly citizens in Middlesex County communities. Students interested in participating in this year’s PSA project can get more information through the District Attorney’s office, while the winners will be announced on May 28.

The five top videos, established by a panel of law enforcement officials, members of the District Attorney’s office and local school personnel, will then be showed to schools across the county for student voting. The victorious PSA will be edited professionally and submitted to local broadcast channels for airing.

Photo caption:

Middlesex County District Attorney Gerry Leone takes on substance abuse with this year’s PSA Project.