The Meth Project is a large-scale US drug-use prevention program aimed at reducing first-time Meth use through community service announcements.

Its a research-based marketing campaign that very graphically communicates risks of Meth use, and it was recently recognized as one of America’s most effective drug-use prevention programs.

Conceived and founded by businessman Thomas M. Siebel, the media campaign was first launched in Montana as the Montana Meth Project.

What should interest media students is that the Meth Project is claiming substantial media influence.

Since the start of the ad campaign in 2005, Meth use among teens in Montana has declined by 45%, Meth-related crime has dropped more than 50%, and workers testing positive for Meth have declined by 70%, the largest drop in the country. The Meth Project has since expanded its programs into Arizona, Idaho, and Illinois.

The Meth Project conducted national and statewide surveys and focus group research to understand attitudes and behaviors related to methamphetamine. This research provided the foundation for the Meth Project’s media messages.

A saturation-level campaign, it reached 70-90% of teens statewide, 3-5 times a week with prevention messaging spanning 45,000 TV ads, 35,000 radio ads, 10,000 print impressions and 1,000 billboards.

So what sort of media influence is claimed?

As of September 2005 Montana was overwhelmed by methamphetamine abuse:

• Montana ranked #5 in the nation for Meth abuse
• 50% of inmates were incarcerated for Meth
• 50% of foster-care admissions were Meth-related

As of September 2007:

• Montana ranks #39 in the nation for Meth abuse
• Teen Meth use has declined by 45%
• Adult Meth use has declined as much as 70%
• 53% decrease in Meth-related crime

In the words of Montana State Attorney General Mike McGrath, “The Meth Project is very simply changing the nature of crime control in Montana. As of 2005, the Montana criminal justice system was overwhelmed by the consequences of Meth. If we are able to continue to make the kind of progress we have seen in the past two years, methamphetamine will have changed from a crisis to a manageable problem.”

In the words of Geoff Feinberg from GfK Roper, US mass-media campaign analysts, “The findings are truly impressive. At Roper, we measure social marketing campaigns and the Meth Project stands out for its impressive ability to change attitudes toward Meth in such a short period of time.”

Students might also be interested to know that Oscar-nominated Filmmaker Alejandro González Iñárritu (“Babel,” “21 Grams,” and “Amores Perros.”)  directed the fourth series of ads in the campaign.

Australian Teachers of Media who might be tiring of using the Victorian TAC Community Service Announcements to teach claims of positive media influence, might like to look at using the Meth Project’s campaign CSAs instead this year.

The CSA’s can be viewed here.