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By using consumer marketing and advertising strategies as the basis for its outreach, the Meth Project has been repeatedly cited as a powerful private sector response to a devastating social problem. It was recently recognized by the White House as one of the nation's most powerful and creative anti-drug programs.

Recent survey data in Montana, where the Meth Project first initiated its prevention campaign in 2005, demonstrates attitudes and behaviors toward Meth have changed since the campaign launched. The Montana Attorney General has issued data showing that Meth use and related crime has been on the decline in this same timeframe.

RESULTS

MONTANA METH PROJECT SUMMARY RESULTS

The Problem
As of September 2005 Montana was overwhelmed by methamphetamine abuse:

  • Montana ranked #5 in the nation for Meth abuse1
  • 50% of inmates were incarcerated for Meth2
  • 50% of foster-care admissions were Meth-related3

THE CAMPAIGN

From September 2005 through September 2007, the Meth Project sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, newspapers, and the Internet. This campaign included:

  • 45,000 TV ads
  • 35,000 radio ads
  • 10,000 print impressions
  • 1,000 billboards

IMPACT

Montana Market Results: 2005-2008
As of April 2008:

  • Montana ranks #39 in the nation for Meth abuse4
  • Teen Meth use has declined by 45%5
  • Adult Meth use has declined by 72%6
  • 62% decrease in Meth-related crime7

"The Meth Project is very simply changing the nature of crime control in Montana. As of 2005, the Montana criminal justice system was overwhelmed by the consequences of Meth. If we are able to continue to make the kind of progress we have seen in the past two years, methamphetamine will have changed from a crisis to a manageable problem."
Montana State Attorney General Mike McGrath

READ THE FULL REPORTS

Results in Montana have proven the effectiveness of the Meth Project's prevention campaign. As a model prevention program for states nationwide, the Meth Project has expanded into Arizona, Idaho, Illinois and Wyoming. Additional states are expected to launch in the coming year.


1, 4 Office of National Drug Control Policy, Pushing Back Against Meth: A Progress Report on the Fight Against Methamphetamine in the United States. November 2006.
2, 3, 6, 7 Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.
5 Montana Office of Public Instruction, 2007 Montana Youth Risk Behavior Survey. September 2007.