luke iii died of heroin overdose three months ago. >> in an emotional gripping appearance on "good day philadelphia" he talked about a movement to remove the shame of at diction. our joyce evans the story. >> every day he tried. i'm sorry. >> no. >> reporter: as tough as tony luke, jr., is known to be, live on "good day philadelphia", he couldn't hold back the heart ache avenue father who couldn't help his son. his name sake struggling with an opioid addiction. >> he wanted to fix it. he tried to fix it. every day he would say, dad, i'm trying. >> reporter: and yet another attempt to quit. >> maybe he had a moment of weakness and he lost the fight. >> reporter: bus his father came here to announce tony luke iii's fight is far from over. he's hoping to start a movement using the color of heroin, brown and white, to remove the shame and stigma that gripped the addicted and their entire fami family. >> go on instagram today. go on facebook. go on twitter. wear anything brown and white. i made little bracelet out of a ribbon. >> reporter: hash tag brown and white is not a foundation, no crowd funding. there isn't even a website. just a show of force and awareness he says opioid a