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Meth Project Advertisements Selected for National Prevention Campaign

Friday, September 14, 2007 General News J E 4
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PALO ALTO, Calif., Sept. 13 The Meth Projectannounced today that its award-winning television advertisements have beenselected by the White House Office of National Drug Control Policy to beincluded in a new national Meth prevention campaign.

The Anti-Meth Campaign was unveiled today by ONDCP Director John Walters,Congressman Rick Larsen (D-WA), chairman of the House Meth Caucus, andCongressman Dave Reichert (R-WA) at a press conference in Seattle. Coordinatedthrough the ONDCP's National Youth Anti-Drug Campaign, the prevention campaignincludes advertising and public education outreach. It is designed to raiseawareness about the dangers of Meth and provide information about theeffectiveness and availability of Meth treatment. The main target audience forthe Campaign is young adults, ages 18 to 34.

Since the Montana Meth Project began, the state went from #5 in the nationto #39 in terms of Meth use. Meth-related crime has dropped and positiveworkplace testing has declined by more than 70%.

"Thanks to the combined efforts of Federal, State, and local officials, aswell as community and private sector organizations like the Meth Project,there has been significant progress against this country's methamphetamineproblem," Walters said. "But in certain areas of this country, Meth continuesto have devastating effects on users, their families, and communities. Bybringing a strong and compelling prevention campaign to other parts of thecountry, we can continue to raise awareness about the extreme negativeconsequences associated with this drug. This Campaign is an important step inour ongoing effort against Meth use."

ONDCP is launching its Anti-Meth Campaign in eight States where Methprevalence and treatment admissions rates are high: Alaska, California,Illinois, Indiana, Iowa, Kentucky, Oregon, and Washington. The Campaign isexpected to run through March 2008 in those markets, and will extend toAlabama, Minnesota, Nebraska, Ohio, Utah, and Wyoming through printadvertising, and nationally through news media outreach and online resources.Four of the Meth Project's print and broadcast ads will be featured in theCampaign. Each began airing in Montana in 2006, and are now airing in Arizonaas part of the Arizona Meth Project's media campaign. The ads can be viewed athttp://www.methproject.org.

"ONDCP is providing an extraordinary service by taking this campaign tostates that are experiencing the devastating effects of methamphetamine use,and we are honored to be a part of it," said Nitsa Zuppas, executive directorof the Meth Project. "Montana's ad campaign has been extremely successful.Over the past two years Montana has made considerable progress in dealing withits Meth epidemic. Our public education campaign is working, people aretalking about the problem, and kids are getting the message."

The Meth Project first launched in Montana in 2005 as the Montana MethProject, and has demonstrated impressive results. Since its inception,Meth-related crime in Montana has dropped by nearly 53%, and workers testingfor Meth have declined by 70%, the largest drop in the country. The successand innovative approach of the Meth Project's programs led to a recentcitation by the White House as a model for the nation.

The Meth Project oversees individual state programs currently running inMontana, Illinois, Arizona, and Idaho, providing an organization andgovernance model, public service messaging, a media planning model,measurement methodology, and public outreach initiatives. Additional statesare expected to launch similar programs in the coming year.

About the Meth Project

The Meth Project is a national non-profit organization, headquartered inPalo Alto, California, aimed at significantly reducing first-time Meth usethrough public service messaging, public policy, and community outreach. Firstimplemented in Montana as th
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