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Oscar-Nominated Filmmaker Alejandro Gonzalez Inarritu Directs New Meth Project Advertising Campaign

Wednesday, April 2, 2008 General News J E 4
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PALTO ALTO, Calif., April 1, 2008 The Meth Project todayunveiled its new advertising campaign, including a series of television adsdirected by critically acclaimed filmmaker Alejandro Gonzalez Inarritu, theOscar-nominated director and producer whose works include "Babel," "21 Grams,"and "Amores Perros." The ads, which launched today in Montana, are designedto communicate the consequences of Meth use on individuals, their friends, andfamilies. Since the Meth Project's launch in Montana in 2005, the state hasseen a dramatic shift in Meth behaviors and attitudes. The Montana AttorneyGeneral's office reported this week that teen Meth use is down nearly 45%since 2005, Meth-related crime has dropped by 62% in the same period, and thenumber of employees testing positive for Meth fell 72%.

"The Meth Project campaign has effected a dramatic reduction in Meth abusein the last two years," said Meth Project founder Tom Siebel. "If we are ableto continue to see these kinds of results, this will have been anexceptionally effective prevention effort."

The 30-second television ads offer a look into the dark world of teen Methaddiction. Built around the theme, "This isn't normal, but on Meth it is," theads present graphic and often uncomfortable views of how Meth can drive usersto abhorrent and even violent behavior.

In one ad, two teenage girls sell themselves to a group of young men formoney to buy Meth. Another focuses on addicts breaking into a house tosupport their Meth habit, and the last features a teen suffering from anoverdose, lying at the feet of friends who are smoking Meth. In addition tothe three television ads directed by Mr. Inarritu, four print ads and nineradio ads will reach at least 80% of Montana teens three times each week.

The new advertising campaign is the fourth in an award-winning serieslaunched by the Meth Project. To assure maximum impact, each campaign isresearch-based and is carefully tested with the Project's target audience,teens. The ads can be viewed at www.methproject.org/ads , and will be airedin other states, including Arizona, Idaho, Illinois, and Wyoming at a laterdate.

Previous Meth Project campaigns have received 40 advertising industryawards including two Gold Effie Awards, seven Gold Addy Awards, 18 Silver AddyAwards, the Cannes Lion Award, and seven AdCritic.com "Top Ten" Awards for thebest ads in the United States. Additionally, the Meth Project was a finalistin 2007 for the Grand Effie Award, which goes to the year's most effectivecampaign.

The Meth Project was created to address what the United NationsInternational Narcotics Control Board and the National Association of Countiesconsider the number one drug problem in American -- methamphetamine. The MethProject is a large-scale prevention program operating in Montana, Illinois,Idaho, Arizona, and Wyoming that is aimed at reducing first-time Meth usethrough public service messaging, public policy, and community outreach.Central to the program is a research-based marketing campaign that graphicallycommunicates the risks of Meth use.

Concurrent with the launch of its latest advertising campaign, the MethProject also announced the results of its 2008 Montana Meth Use and AttitudesSurvey. The results show the Project's efforts have made powerful inroads inreaching teens. A majority of teens (84%) now voice strong disapproval oftrying Meth even once or twice, and few teens surveyed now believe that usingMeth offers any benefit.

The survey also notes that a vast majority of teens (85%) now say theirfriends would give them a hard time if they ever tried Meth -- a 7% increaseover last year's survey. Further, parent-child discussions about Meth aremore frequent; a majority of teens report they have discussed Meth with theirparents in the past year (65%, up 11% since 2005).

Also released this week was Montana
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