ONDCP Media Campaign Launches New Meth Prevention Initiative

The National Youth Anti-Drug Media Campaign launched its Anti-Meth Campaign this week in conjunction with National Alcohol & Drug Addiction Recovery Month. The new campaign highlights the dangers associated with meth use´for the individual, families, and communities´and delivers a message of hope, with stories from people in recovery and community leaders who are making progress in the fight against meth. The effort includes advertising, news media outreach, and online resources.

Research shows that while teen meth use is down significantly in recent years and past month use is less than one percent, young adults continue to use the drug. In fact, among young adults age 18 to 25, there are nearly 200,000 current meth users. Thanks in large part to the efforts of community groups and law enforcement over the last several years, there has been great progress in fighting meth—data show that the number of domestic meth labs continue to decline and results from workplace drug testing show meth use is down—but there is more to do. New ONDCP resources can help you prevent meth use in your community and get help for those in need.

The Campaign is designed to raise awareness about the dangers of meth while providing a message of hope that communities and individuals can recover from the effects of this devastating drug. The Campaign’s messages focus on the availability and efficacy of treatment for meth and the importance of community involvement. The Campaign includes three “Open Letter” print advertisements. The letters highlight the effectiveness of meth treatment and community involvement, while dispelling myths about the drug and who is using it. ONDCP has partnered with key law enforcement, treatment, and prevention organizations to co-sign the letters.

Signatories for Open Letter ads include: National Narcotics Officers' Associations' Coalition (NNOAC), Association for Addiction Professionals (NAADAC), National Association of Addiction Treatment Providers (NAATP), State Association of Addiction Services (SAAS), American Society of Addiction Medicine (ASAM), National Drug Enforcement Officers Association (NDEOA), National Association of Counties (NACO), Major Cities Chiefs Association (MCA), National Council of State Legislators (NCSL), and National Association of Social Workers (NASW). The first of these Open Letter ads, “Teresa,” is available for download and customization by local organizations at www.methresources.gov, with additional Open Letter ads following in October and November.

Another key element of the Anti-Meth Campaign is a powerful photo exhibit titled “Life After Meth,” featuring a collection of moving testimonials and portraits of former meth users, law enforcement officials, and treatment providers. These photo testimonials will be available as downloadable posters at www.methresources.gov. New resources for community-level use also include banner and radio ads available for use by local organizations, with some restrictions.

The paid portion of the Anti-Meth Campaign includes television, radio, print, and Web advertisements that will be launched in eight States where meth prevalence and treatment admissions rates are high (Alaska, Washington, California, Oregon, Iowa, Indiana, Illinois, and Kentucky). The Campaign is expected to run through March 2008 in those markets. The Campaign will extend to four additional States through limited print advertising in Minnesota, Wyoming, Alabama, and Utah; and nationally through earned media outreach and online resources.

All Campaign materials will be available for viewing at the Campaign’s Web site.