Montana’s Meth Project

Making its way from the west coast, methamphetamine is reaching epidemic levels, hitting rural communities particularly hard. The Meth Project is an anti-meth campaign that’s attempting to graphically communicate the risks of methamphetamine to the youth of Montana with a unique and sensible approach:

We approach Methamphetamine as a consumer products marketing problem. Meth is a consumer product. It is readily available. It is affordably priced. It is distributed statewide through a very effective distribution channel. It has many product attributes that are perceived as attractive.

The Meth Project is the largest advertiser in Montana, reaching 70-90 percent of teens three times a week. And according to Tom Siebel, Founder and Vice-chairman of the project:

Our first campaign focused on the impact Meth has on the individual—the user. Our latest ads show the collateral damage that occurs to users’ family and friends. This new concept is based directly on input from Montana teens.

The new campaign is on the money. All of the 30 second spots are graphic, but the latest ones, the one’s focusing on friends and family (top row), are particularly powerfull. The previous ones are merely scarier versions of the same old blah, blah, bhah, “just say no” ads.

While the new ads do actually depict plausable situations, if not shockingly realistic, it will be interesting to see if they actually help convert the first time users they’re seeking.

You can check out all the the ad’s here

The Meth Project