New National Campaign Focused On Meth Prevention, Treatment, And Recovery

The White House Office of National Drug Control Policy (ONDCP) this week unveiled a new anti-methamphetamine (meth) ad campaign launched in Missouri and across the country, with particular focus on 16 States where meth prevalence, and lab seizures and incidents, are high. The campaign includes customizable public service announcements (PSAs) that coalitions can use to launch campaigns in their communities.

The National Youth Anti-Drug Media Campaign's new 2009 Anti-Meth Campaign focuses on preventing methamphetamine use - and raising awareness about treatment and recovery. The target audience for this campaign is young adults ages 18 to 34, as well as family and friends of someone who may be using meth. This young adult target was specifically chosen because methamphetamine initiation and usage rates are highest in this age group nationwide.

The 2009 Anti-Meth Campaign's TV, billboard, radio, print, and online ads will run from September to November in states with high methamphetamine use rates, as well as a small group of Midwest states with high levels of reported meth lab seizures and incidents, according to national data. These 16 states are: Alaska, Washington, Oregon, Nevada, Wyoming, Arizona, New Mexico, Oklahoma, Arkansas, Missouri, Iowa, Minnesota, Illinois, Indiana, Kentucky, and Nebraska. Additionally, radio ads and online search ads will run in all states during the same time period.

At the conclusion of the campaign in November, many of the ads will be available as free, customizable PSAs for use by local community organizations and government offices. The television advertisements will be available as free customizable PSAs on www.MethResources.gov in early 2010.

There are also a number of free resources currently available on www.MethResources.gov,
including a series of "Life After Meth" posters and targeted ads for the American Indian and Native American communities. Details about ordering these resources and requesting customization are available on www.MethResources.gov in the "Anti-Meth Campaign" section of the site.

For strategies that coalitions can use to prevent meth use in their community, order Strategizer 53: Preventing Meth Use in Your Community, developed by CADCA and the ONDCP. The publication contains the tools necessary to create a localized community action and media campaign and highlights best practices in meth abuse prevention.