While I was browsing through one of my Graphic Design trade journals, I stumbled upon a mention about the Illinois Meth Project.
I am thinking that a majority of my readers are not familiar with the campaign that these people have put on in Illinois. They have some of the most captivating and thought provoking commercials that you will ever see. Their intended audience, as well as everyone else, notices these commercials. What they do is place everyday looking kids into real life situations that relate to meth use. It hits home.
Law enforcement officials, drug counselors, and state legislators agree—there has never been a drug as powerful, addictive, and quick to destroy lives and communities as methamphetamine. Meth is the top drug of choice and the #1 drug problem in central and southern Illinois. The financial and social consequences of Meth abuse are devastating and Meth is increasingly gaining popularity among Illinois’ most vulnerable—teens and young adults.
* Illinois ranks #4 in the country for Meth-related arrests1
* 72% of people in treatment for methamphetamine in Illinois began using at age 17 or younger2
* Rural admissions for Meth-related treatment are five times higher than the state average 3
* The cost of methamphetamine to Illinois is roughly $2 billion per year4
WHAT IS THE ILLINOIS METH PROJECT?
The Illinois 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, and Wyoming.
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 Illinois Meth Project is to arm teens and young adults across the state 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 Illinois Meth Project conducts extensive surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine in Illinois. This research provides the foundation for Illinois Meth Project’s messaging and communication programs.
The Illinois Meth Project’s research-based, high impact advertising graphically portrays the ravages of Meth use. The saturation-level campaign reaches 70-90% of teens, 3-5 times a week with prevention messaging spanning TV, radio, outdoor, 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.
To comment….click on the number that is next to the title of this post or click on the title of the post itself.