Wednesday, January 27, 2010

not even once

Some of you may recognize my title as the slogan from The Meth Project and if you already know what I'm talking about, then you have probably heard me go on about how awesome the project is. Montana just released it's fifth phase of advertising, which I wanted to share. There has been some talk that the ads are not as "in your face" as previous advertising has been, but I think the new ads are incredibly effective, reaching out to those who may not personally be using or trying meth, but to anyone who turns silent while friends or family turn to the drug. I think it reaches the same audience AND a new audience, supporting both the slogan and the idea that "If you are not part of the solution, you are part of the problem."

So, what am I talking about? In 2005, the Montana Meth Project was founded by a Montana rancher and businessman. At that time, Montana ranked #5 in the nation for meth use. After much research and uprooting of more staggering statistics, the campaign launched a large-scale statewide prevention campaign that plastered almost every available media source with what I personally consider the most powerful advertising I have ever seen or heard.

Since 2005, meth use in Montana has decreased by 63% in teens and 72% in adults. Meth related crime has also decrased by 62%. These are signifigant changes and proof that the campaign is not only powerful, but effective.

The project has since launched campaigns in Arizona, Idaho, Illinois, Wyoming, Colorado and Hawaii. Having grown up in Montana, I have lived in Colorado, Illinois and Arizona since the launches and feel that the advertising there was not nearly as widespread as in Montana and hope that the campaigns in those states can reach a similar effectiveness that Montana has had.

Take a look at one of the latest ads, listen to one of the radio ads and then , if you'd like, check out all of the rest and get more info at or

If you can't see this for some reason, here's a link:

Check out some of the radio ads too:


Jen said...

I have to say, the crackling sound and the end of the ads is probably the most effective part of the ads for me. It makes my skin crawl.

Cindy said...

If you want to read a heartbreaking, eye-opening account of the destructive power of meth, you should read Beautiful Boy, by David Sheff. It's a staggering description of how life-crippling meth is on the life of the user and anyone in the user's life. I think it should be mandatory reading in high schools, personally.