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. Arizona serves as a major distribution hub, staging area, and transshipment point for Mexican Meth smuggled across the border destined for cities throughout the U.S. The financial and social consequences of Meth abuse are devastating. Meth is increasingly gaining popularity among Arizona's most vulnerable—teens and young adults.
- 1 out of 25 teens, and 1 out of 6 young adults have tried Meth at least once1
- The average age of first Meth use among Arizona teens is 14 years old2
- 65% of Arizona child abuse and neglect cases involve Meth3
- Arizona ranks #1 in the nation for Meth related identity theft4
MISSION
WHAT IS THE ARIZONA METH PROJECT?
The Arizona Meth Project is a large-scale prevention program aimed at reducing 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 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. In Montana, Meth use among teens has declined by 63%6, Meth-related crime has dropped 62%7, and the number of workers testing positive for Meth has declined by 72%8, the largest drop in the country. The Meth Project has since expanded its programs into Colorado, Georgia, Hawaii, Idaho, Illinois, and Wyoming. Additional states are expected to launch in the coming year.
APPROACH
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 Arizona 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 Arizona Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine in Arizona. This research provides the foundation for Arizona Meth Project's messaging and communication programs.
The Arizona Meth Project's research-based, high impact advertising graphically portrays the ravages of Meth use. The saturation-level campaign reaches 70-90% of teens statewide, 3-5 times a week with prevention messaging spanning TV, radio, billboards, newspapers, and the Internet.
The program, which has gained nationwide attention for its uncompromising approach and demonstrated impact, has won 45 awards, including 11 Gold ADDY Awards, 19 Silver ADDY Awards, 2 Gold Effie Awards, and the Cannes Lions Award at the Cannes International Advertising Festival.
PUBLIC POLICY AND COMMUNITY ACTION
The Arizona Meth Project activities increase awareness of the critical nature of the Meth problem, influencing and escalating public dialogue to find solutions. Coordinating closely with local, state, and federal agencies, the Arizona Meth Project organizes a broad range of community outreach programs that mobilize communities across Arizona to assist in Meth awareness and prevention activities.
1 Arizona Meth: Use and Attitudes Survey, 2007
2 Ibid.
3 Arizona Attorney General's Office, 2006
4 Federal Trade Commission, 2008
5 Montana Office of Public Instruction, 2009 Montana Youth Risk Behavior Survey. June 2009.
6 Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.
7 Ibid.
©Meth Project Foundation, Inc., 2005-2010. All rights reserved.