>> the rescue lieutenant shows a method for administering a life-saving drug for overdoses. he has seen a dramatic uptick in calls and sometimes he's the same people over and over again. >> they are this close to dying and then you get them back. they are awake and they are talking. they are like, oh, no, i didn't do anything. then they admit they were doing heroin. next week you come back and there they are again. you hit them again. what are you doing? think of the worst drug induced epidemic in u.s. history. >> she is a neuroscientist. she says the crisis traces its origins to a pair of studies in the 1980s, including this one in "the new england journal of medicine" which declared addiction was rare for patients treated with narcotics. pharmaceutical companies launched aggressive campaigns promoting paro from ads like