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Montana Meth Project

March 30, 2007

saw these ads on a blog and it hit me quite hard. so i got curious and went to find out more about the campaign.

to give you a rough background, the State of Montana ranks among the top ten states nationally in per capita treatment admissions for Methamphetamine (an addictive drug; Meth for short). how bad it is, you think.

52% of children in foster care are there due to Meth. Cost to the state: $12 million a year.

50% of adults in prison are there due to Meth-releated crime. Cost to the state: $45 million a year.

20% of adults in treatment are there for Meth addiction. Cost to the state: $12 million a year.

The Montana Meth Project is a large-scale exercise in prevention, aimed at significantly reducing Meth use in Montana. the integrated program consists of an ongoing, research-based marketing campaign—supported by community outreach and public policy initiatives—that realistically and graphically communicate the risks of methamphetamine to the youth of Montana.

The Meth Project is the largest advertiser in Montana, reaching 70-90% of teens three times a week. this is indeed saturation-level advertising.

Montana Meth Project – Mother

accompanying tv ad:

Montana Meth Project – Boyfriend

accompanying tv ad:

check out more ads and find out about their efforts at the official website.

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