Native Americans Targeted for Anti-Meth Ad Campaign

The Office of National Drug Control Policy recently unveiled a new anti-methamphetamine ad campaign targeting Native American communities, where methamphetamine use is a major concern. The campaign was launched in Native American heavily-populated New Mexico and in 14 other states.

The campaign includes TV commercials, print and radio ads, and billboard advertising in 15 states: Alaska, Arizona, Idaho, Michigan, Minnesota, Montana, New Mexico, North Dakota, Oklahoma, Oregon, Wyoming, South Dakota, Washington, Wisconsin, and Utah.

According to national data, meth use rates for American Indian/Alaska Native populations remain among the highest of any ethnicity, almost two times higher than other groups. Specifically, American Indians or Alaska Natives are almost twice as likely to have used meth in the past year than whites (1.1 vs. 0.6 percent) or Hispanics (1.1 vs. 0.6 percent), and approximately five times more likely to have used meth than African Americans (1.1 vs. 0.2 percent).

The Native American Anti-Meth Campaign, in its third year coordinated by ONDCP's National Youth Anti-Drug Media Campaign, builds on Native American culture and pride and is the only national anti-meth advertising campaign targeting Indian Country and Native Alaskan lands. For youth, the advertising materials have a unifying, empowering message celebrating Native American culture and giving them reasons not to use meth. For adults and elders, the materials encourage them to take appropriate steps to protect their children.

The ad campaign runs through August 2010. Following the paid ad buy, Native groups and others will be able to download and use the ads as free PSAs in their local communities. For more information about the Native American Anti-Meth Campaign, to view advertising and other free resources, and to learn about how to order free PSAs, visit www.methresources.gov.