The United Nation's International Narcotics Control Board cited methamphetamine as the top drug problem in America. According to the National Association on Counties, Meth use in the United States is a critical problem nationally.
- The majority of US counties report Meth is their most serious drug problem—more than cocaine and marijuana combined.1
- 45 states reported a 90% increase in Meth-related crime in the past three years.2
- 47% of hospitals report Meth as the top illicit drug involved in emergency room visits.3
PROGRAM
WHAT IS THE METH PROJECT?
The Meth Project is a large-scale prevention program aimed at reducing first-time Meth use through public service messaging, public policy, and community outreach. Central to the program is a research-based marketing campaign that graphically communicates the risks of Meth use. The Meth Project has been repeatedly cited as a powerful private-sector response to a devastating social problem and was recently recognized by the White House as one of the nation's most effective prevention programs.
The Meth Project was conceived and founded by businessman Thomas M. Siebel. First launched in Montana as the Montana Meth Project, the program is focused solely on prevention. Since its inception in 2005, the Meth Project has achieved substantial results. Meth use among teens in Montana has declined by 45%, Meth-related crime has dropped 62%, and workers testing positive for Meth have declined by 72%, the largest drop in the country. The Meth Project has since expanded its programs into Arizona, Idaho, Illinois, and Wyoming.APPROACH
The Meth Project's core message, Not Even Once®, speaks directly to the highly addictive nature of Meth. Every day, people are faced with the decision to try Meth. Many perceive benefits in using the drug, but little-to-no risk. This is the root of the problem. The goal of the Meth Project is to arm teens and young adults with the facts about methamphetamine so that they can make well-informed decisions when presented with the opportunity to try it.
RESEARCH-BASED MESSAGING CAMPAIGN
The Meth Project conducts periodic national and statewide surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine. This research provides the foundation for the Meth Project's messaging and communication programs. The Meth Project's research-based, high impact advertising graphically portrays the ravages of Meth use. The saturation-level campaign reaches 70-90% of teens statewide, 3-5 times a week with prevention messaging spanning TV, radio, billboards, newspapers, and the Internet.
The program, which has gained nationwide attention for its uncompromising approach and demonstrated impact, has won 40 awards, including 7 Gold Addy Awards, 2 Gold Effie Awards, and the Cannes Lion Award at the Cannes International Advertising Festival.
The Meth Project also collaborated with HBO to develop a one-hour documentary film, "Montana Meth," as part of the organization's mission to raise awareness of the dangers of methamphetamine use. In an effort to increase the level of public discourse, the film shows, first-hand, the impact of the Meth problem in Montana.
PUBLIC POLICY AND COMMUNITY ACTION
The Meth Project activities increase awareness of the critical nature of the Meth problem, influencing and escalating public dialogue to find solutions. Coordinating closely with local, state, and federal agencies, the Meth Project organizes a broad range of community outreach programs that mobilize communities to assist in Meth awareness and prevention activities.
One of the largest community outreach programs initiated by the Meth Project is Paint the State, a first of its kind public art contest aimed at communicating the risks of Meth use through art. Paint the State prompted thousands of teens and their families to take action in the fight against Meth. Teens from every county in the state of Montana joined together in creating highly visible art with a strong anti-Meth message, making Paint the State the largest public art contest in history.
1, 2, 3 National Association of Counties. The Methamphetamine Epidemic: The Changing Demographics of Methamphetamine. August 2007.