The state of Montana ranks among the top ten states nationally in per capita treatment admissions for methamphetamine. The social costs are staggering. The human costs are incalculable.
- 52% of children in foster care are there due to Meth. Cost to the state: $12 million a year.
- 50% of adults in prison are there due to Meth-releated crime. Cost to the state: $43 million a year.
- 20% of adults in treatment are there for Meth addiction. Cost to the state: $10 million a year.
MISSION
WHAT IS THE MONTANA METH PROJECT?
The Montana Meth Project is a large-scale exercise in prevention, aimed at significantly reducing Meth use in Montana. The integrated program consists of an ongoing, research-based marketing campaign—supported by community outreach and public policy initiatives—that realistically and graphically communicate the risks of methamphetamine to the youth of Montana.
The Meth Project was conceived and founded by businessman and Montana rancher, Thomas M. Siebel. The purpose is to inform potential Meth consumers about the product attributes and actual risks associated with methamphetamine. The goal is to substantially reduce methamphetamine use.
The Montana Meth Project is a state affiliate of the national Meth Project organization.
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.
Every day young people in Montana are making product consumption decisions regarding Meth. Many perceive benefits in using Meth. Many perceive little to no risk. This is the root of the problem.
Our goal is to arm the youth of Montana with the facts about Meth so that they can make a better informed decision when presented with the opportunity to give Meth a try.
The Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand Montanans' attitudes and behaviors related to methamphetamine. This research provides the foundation for our messaging programs.
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MESSAGING CAMPAIGN
At the core of the Meth Project's effort is research-validated, high-impact advertising that graphically communicates the risks of Meth use. Beginning in 2005, the Meth Project launched a large-scale, statewide public messaging campaign across TV, radio, billboards, newspapers, and the Internet, targeting Montana youth ages 12 -17. We reach 70-90% of that target audience three times a week with hard-hitting messaging.
The Montana Meth Project also recently collaborated with HBO to develop a one-hour documentary film—entitled 'Montana Meth'—as part of the organization's mission to raise awareness of the dangers of methamphetamine use. The film shows, first-hand, the impact of the Meth problem in Montana in an effort to raise the level of public discourse.
PUBLIC POLICY AND COMMUNITY ACTION
In addition to its public awareness campaign, the Montana Meth Project mobilizes community groups throughout the state to spearhead education and prevention efforts, and coordinates with local, state, and federal agencies in an effort to reduce methamphetamine use among Montana's youth.
The Montana Meth Project coordinates closely with local, state, and federal agencies, including the White House, U.S. Congress, the Office of the Governor, the Attorney General, law enforcement, the federal Drug Enforcement Agency, and the Department of Health and Human Services. In October 2006, the Meth Project was cited by the White House as a model prevention program for the nation.
The Meth Project organizes a broad range of community outreach programs to mobilize the people of Montana to assist in Meth awareness and prevention activities. Through its Paint the State art contest, the Meth Project prompted thousands of teens and their families to take action in the fight against Meth use by creating highly visible public art with a strong anti-Meth message. The contest drew 660 submissions, with entries from each of the 56 counties in Montana.
MONTANA METH PROJECT MILESTONES
RESULTS
MONTANA METH PROJECT SUMMARY RESULTS
The Problem
As of September 2005 Montana was overwhelmed by methamphetamine abuse:
- Montana ranked #5 in the nation for Meth abuse1
- 50% of inmates were incarcerated for Meth2
- 50% of foster-care admissions were Meth-related3
THE CAMPAIGN
From September 2005 through September 2007, the Meth Project sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, newspapers, and the Internet. This campaign included:
- 45,000 TV ads
- 35,000 radio ads
- 10,000 print impressions
- 1,000 billboards
IMPACT
Montana Market Results: 2005-2008
As of April 2008:
- Montana ranks #39 in the nation for Meth abuse4
- Teen Meth use has declined by 45%5
- Adult Meth use has declined by 72%6
- 62% decrease in Meth-related crime7
Results in Montana have proven the effectiveness of the Meth Project's prevention campaign. As a model prevention program for states nationwide, the Meth Project has expanded into Arizona, Idaho, Illinois and Wyoming. Additional states are expected to launch in the coming year.
For more information about the national Meth Project organization, visit www.methproject.org.
1, 4 Office of National Drug Control Policy, Pushing Back Against Meth: A Progress Report on the Fight Against Methamphetamine in the United States. November 2006.
2, 3, 6,7 Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.
5 Montana Office of Public Instruction, 2007 Montana Youth Risk Behavior Survey. September 2007.