Impact
The Meth Project is a large-scale prevention program aimed at reducing methamphetamine use through public service messaging, public policy, and community outreach. Founded in 2005 in Montana by businessman Thomas M. Siebel as a private-sector response to a critical public health issue, the research-based campaign has been cited by the White House as one of the most effective prevention programs and a model for the nation. Named the 3rd most effective philanthropy in the world by Barron's in its latest global ranking, the Meth Project has been credited with significant declines in teen Meth use in several states. Since the Project's launch, teen Meth use has declined 65% in Arizona, 63% in Montana, and 52% in Idaho.
The Meth Project has demonstrated significant results in changing attitudes towards Meth since its inception and has been cited as a model prevention program for the nation by the White House Office of National Drug Control Policy. The Meth Project is working with states across the nation interested in replicating the program as part of their efforts to reduce the prevalence of methamphetamine use.
Recent survey data in Idaho demonstrates attitudes and behaviors toward Meth have changed since the campaign launched in January 2008.The Problem
As of January 2008, Idaho was overwhelmed by methamphetamine abuse:- 1 in 5 Idaho teens saw little or no risk in trying Meth once or twice1
- 63% of Idaho felony drug court participants indicated that Meth was their drug of choice2
- 80% of the child placements by the Idaho Department of Health and Welfare were directly related to drug abuse with Meth being the most prevalent drug of choice3
The Campaign
Since January 2008, the Idaho Meth Project has sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, high school newspapers and the Internet. This campaign has included:- 61,000 TV ads
- 72,000 Radio ads
- 885 Billboards
- 1,300,000 Print impressions
- 20,745,000 Online impressions
The Impact
Idaho Results since January 2008:Since the launch of the Idaho Meth Project in 2008 the state has seen significant changes in teens' attitudes toward Meth.
- Teen Meth use in Idaho dropped 52% between 2007 and 2009, the largest decline in the nation 4
- 65% of teens (up 10 points) now believe there is "great risk" in taking Meth just once or twice 5
- Idaho teens are now more aware of the specific dangers of Meth use. Significant increases in perceptions of risk in trying Meth just once or twice were reported in every one of the 14 risk areas measured since the benchmark survey in 2007, including: 6
- Getting hooked on Meth (81% "great risk," up 10 points)
- Suffering brain damage (73% "great risk," up 15 points)
- Losing control of themselves (78% "great risk," up 15 points)
- Stealing (70% "great risk," up 16 points)
- Becoming violent (64% "great risk," up 14 points)
- Becoming paranoid (64% "great risk," up 14 points)
- Being a negative influence on a brother or sister (83% "great risk", up 11 points)
- Having sex with someone they don't want to (71% "great risk," up 13 points)
- Turning into someone they don't want to be (80% "great risk," up 11 points)
- Tooth decay (65% "great risk," up 17 points)
- Lack of hygiene (67% "great risk," up 16 points)
- 88% of teens agree the ads gave them the impression that Meth is dangerous to try just once
- 81% of teens report that the Idaho Meth Project ads made them less likely to try or use Meth
- 92% said that if their brother, sister, or a friend were thinking about trying Meth they would want them to see or hear one of the Idaho Meth Project's ads
- 88% of teens strongly disapprove of trying Meth once or twice, up 8 points compared to the 2007 benchmark
- 65% of teens say they have told friends not to use Meth, up 8 points since the benchmark
1 Baseline Idaho Meth Use & Attitudes Survey
2 Idaho Supreme Court
3 Idaho Department of Health and Welfare
4 Centers for Disease Control. 2009 Youth Risk Behavior Survey. 2010
5, 6 2010 Idaho Meth Use & Attitudes Survey
2 Idaho Supreme Court
3 Idaho Department of Health and Welfare
4 Centers for Disease Control. 2009 Youth Risk Behavior Survey. 2010
5, 6 2010 Idaho Meth Use & Attitudes Survey
