06
May
Montana Meth Project
stored in: advertising

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The Montana Meth Project is the largest advertiser in Montana, reaching 70-90% of teens three times a week. This shock and awe level advertising which graphically portrays the severe impacts of Meth use through television, radio, billboards, and Internet ads—has gained nationwide attention for its uncompromising approach. The campaign’s core message, “Not Even Once,” speaks directly to the highly addictive nature of Meth.

What kind of impact has the advertising campaign made in Montana? As of April 2008, teen Meth use has declined 45%, adult Meth use has declined 72% and a 62% decrease in meth related crime.

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View all the ads here.




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  1. belinha fernandes posted the following on May 13, 2008 at 1:58 am.

    Well, no comments?!!I used to work in drugs abuse prevention supervising what is called a street intervention team.I’ve seen a lot of ads about drugs prevention but these ones are quite good because they don’t beat around the bush-everything is so damn clear.Many times I wondered why ads on prevention-not just drugs,but also aids,and car driving - are often more poetic and full of simbolism rather than focusing in the message!These are real good beacuse they are saying things as they are.Mu humble opinion, of course…

    Reply to belinha fernandes
  2. Miss White posted the following on May 13, 2008 at 9:42 am.

    These are so disturbing, but in the right way! I think sometimes this is the only approach that really has a chance of working, I hope it’s a successful campaign.

    Reply to Miss White
  3. kat posted the following on May 13, 2008 at 8:00 pm.

    Yes, the shock value of these print and television ads is exactly what makes then so effective. Years ago, there was a close family member of mine that became addicted to this drug and it was so horrible to be around this person when they were using. I know it’s a highly addictive drug that is not easy to get off of. Teenagers these days are more willing to experiment and that experimentation is what usually leads to addiction. I’m glad this ad campaign has given much of the Montana youth a good wake-up call. Hopefully, many other states follow through.

    Reply to kat
  4. alanbernard posted the following on May 18, 2008 at 9:00 pm.

    This is intense. And it’s great to see advertising of this proportion on a drug that’s dehumanizing a certain part of our generation.

    Reply to alanbernard

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