U.S. campaign picks Montana anti-meth ads

HELENA – Four of the Meth Project’s print and broadcast advertisements are included in a federally funded methamphetamine prevention campaign.

The White House Office of National Drug Control Policy began the campaign last week in eight states where meth use and treatment admission rates are high: Alaska, California, Illinois, Indiana, Iowa, Kentucky, Oregon and Washington.

The campaign is expected to run through March in those markets and will extend to Alabama, Minnesota, Utah and Wyoming through print advertising.

The Meth Project’s broadcast ads being used in the national campaign – “Crash,” and “Not that Guy,” – began airing in Montana in March 2006.

In “Crash,” a girl says she wishes she had crashed her car the night she went to a party where she first tried meth.

In “Not that Guy,” a boy says he’s going to try, smoke and then shoot up meth just once, but he’s “not going to be like that guy,” another meth user who looks worse. The commercial ends with a young girl saying she’s going to try meth just once, but isn’t going to end up like that guy, pointing to the original boy.

The Office of National Drug Control Policy “is providing an extraordinary service by taking this campaign to states that are experiencing the devastating effects of methamphetamine use, and we are honored to be a part of it,” said Nitsa Zuppas, executive director of the Meth Project, which includes the Montana Meth Project.

The national ad campaign will also provide information about the effectiveness and availability of treatment. Another element of the campaign will be a traveling photography exhibit titled “Life After Meth,” featuring portraits and testimonials of recovering meth users, law enforcement officers and substance abuse professionals who have battled meth. The photos will also be on The Anti-Meth Campaign’s Web site.

The Office of National Drug Control Policy solicited donations of anti-meth ads this spring and received more than 100.

Methamphetamine is a stimulant that can be taken orally, injected, snorted or smoked. Meth users are prone to violence and neglectful behavior. Chemicals used to make the drug are flammable and toxic.