The Meth Project

The Meth Project

The United Nation's International Narcotics Control Board cited methamphetamine as the top drug problem in America. According to the National Association of Counties, Meth use in the United States is a critical problem nationally.

• The majority of US counties report Meth as their most serious drug problem—more often than cocaine and marijuana combined.¹
• 45 states reported a 90% increase in Meth-related crime from 2004-2007.²
• 47% of hospitals report Meth as the top illicit drug involved in emergency room visits.³

12.6 million Americans have used methamphetamine, a drug considered more addictive than heroin, and a significant contributor to crime in America.⁴ According to RAND, meth abuse costs the U.S. an estimated $16.2 billion to $48.3 billion annually.⁵

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 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. In Montana, Meth use among teens has declined by 63%⁶, Meth-related crime has dropped 62%⁷, and the number of workers testing positive for Meth has declined by 72%⁸, the largest drop in the country. The Meth Project has since expanded its programs intoArizona, Colorado, Georgia, Hawaii, 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 45 awards, including 11 Gold ADDY Awards, 19 Silver ADDY Awards, 2 Gold Effie Awards, and the Cannes Lions 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.

The March Against Meth was an unprecedented event in which more than 2,300 teens led the call for continued funding for the Montana Meth Project. It was the largest teen demonstration in Montana's history, and culminated in the delivery of petitions signed by more than 55,000 Montana residents requesting financial support for the Project from the State Legislature. The petitions were accepted on President's Day, February 16, 2009 at the steps of the state capitol.

^{1, 2, 3} National Association of Counties. The Methamphetamine Epidemic: The Changing Demographics of Methamphetamine. August 2007.
⁴ Substance Abuse & Mental Health Services Administration (SAMHSA), "2008 National Survey on Drug Use and Health", September 2009
⁵ RAND, The Economic Cost of Methamphetamine Use In the United States, 2005, February 2009
⁶ Montana Office of Public Instruction, 2009 Montana Youth Risk Behavior Survey. June 2009.
^{7, 8} Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.