PHILADELPHIA (CBS)–Tony Luke Jr. is a name synonymous with cheesesteaks.

But now the restaurateur hopes the fight to end the stigmas associated with heroin abuse.

Tony recently lost his son — Tony Luke III to heroin.

Restaurateur Tony Luke’s Son Dead At 35

On Wednesday, Tony Luke Jr. announced the formation of a “Heroin Addiction Initiative” called the “Brown and White” campaign.

Tony is encouraging anyone who has lost a loved one to heroin to wear a brown and white item and share it through social media.

Tony Luke Jr. said it’s important to remember that people lost to heroin — like his son — aren’t just a statistic.