Idaho Meth Project

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IDAHO METH PROJECT IS A LARGE-SCALE PREVENTION PROGRAM AIMED AT SIGNIFICANTLY REDUCING FIRST-TIME METH USE THROUGH PUBLIC SERVICE MESSAGING, PUBLIC POLICY, AND COMMUNITY OUTREACH.

Idaho Meth Project
PO Box 738
Boise ID 83701-0738
Tel: 888 331-2060
E-mail: info@idahomethproject.org

Law enforcement officials, drug counselors, and state legislators agree—there has never been a drug as powerful, addictive, and quick to destroy lives and communities as methamphetamine. Meth is the top drug of choice and the top drug problem in Idaho. The financial and social consequences of Meth abuse are devastating.

MISSION

WHAT IS THE IDAHO METH PROJECT?

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. The program was recognized by the White House as one of the nation's most effective prevention programs.

The goal of the Idaho Meth Project is to significantly reduce the prevalence of first-time methamphetamine use in Idaho. To achieve this goal, we have established a program that is active in three areas: 1) Public Service Messaging; 2) Public Policy; and 3) Community Action.

Using the proven Meth prevention program developed by the Meth Project, we can dramatically reduce the negative impact of methamphetamine in Idaho. Based on the successful model of the Montana Meth Project, Idaho has launched a sustained, research-based public messaging campaign - including advertising, public relations, and website - to effect a substantial reduction in methamphetamine use among Idaho's youth. The goal of the Idaho Meth Project is to make an aggressive effort to ensure that the next generation is equipped with information to make the choice to remain Meth-free.

On January 7, 2008, Governor C.L. "Butch" and First Lady Lori Otter announced the official launch of the Idaho Meth Project.. Recognizing the pervasive problem of Meth in Idaho, the Governor and First Lady adopted a proactive approach to ensure that Idaho youth truly understand the dangers of this horrific drug. We need your continued support to ensure this campaign sustains itself over time so we can educate our citizens about the dangers of Meth - Take Action Now!

The National Risk Behavior Survey (YRBS), administered by the Centers for Disease Control and Prevention (CDC), provides fresh evidence that Idaho's efforts to combat methamphetamine are working. The most recent YRBS shows that between 2007 and 2009 there was a change of less than 10% in the rate of Meth use among U.S. teens (4.4% to 4.1%). By comparison, use among Idaho teens declined by 52% during the same period, from 6.4% in 2007 (significantly above the national average) to 3.1% in 2009, below the national average. According to the YRBS, Idaho saw the largest decline in teen Meth use of any state over the past two years.

This significant decrease clearly demonstrates that Idaho's integrated approach to addressing the state's methamphetamine problem is having an impact. As a result of the efforts of law enforcement, drug courts, treatment and prevention efforts like the Idaho Meth Project, we are seeing a reduction in Meth use among Idaho's youth.

APPROACH

Every day, people are faced with the decision to try Meth. Many perceive benefits in using the drug, but little-to-no risk. This is the root of the problem. The goal of the Meth Project is to arm teens and young adults with the facts about methamphetamine so they can make well-informed decisions when presented with the opportunity to try it. Simply stated, we will "unsell" Meth to the most vulnerable population: teens and young adults.

The Idaho Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand Idahoans' attitudes and behaviors related to methamphetamine. This research provides the foundation for our messaging programs.

RESEARCH-BASED MESSAGING CAMPAIGN

At the core of the Meth Project's effort is research-validated, high-impact advertising that graphically communicates the risks of Meth use. Idaho has launched a large-scale, statewide public messaging campaign and community action program unprecedented in power and influence in the state. Saturating TV, radio, billboards, high school newspapers, and the Internet, we reach 70-80% of young people 3-5 times a week with research-validated, hard-hitting messaging that graphically communicates the risks of Meth use and its impact on individuals, families, and communities.

The program, which has gained nationwide attention for its uncompromising approach and demonstrated impact, has won 45 awards, including 11 Gold ADDY Awards, 19 Silver ADDY Awards, 2 Gold Effie Awards, and the Cannes Lions Award at the Cannes International Advertising Festival.

Since the Idaho Meth Project is funded through the generous contributions of private individuals, corporations, and foundations, we need your support - Take Action Now.

PUBLIC POLICY AND COMMUNITY ACTION

In addition to its public awareness campaign, the Idaho Meth Project mobilizes volunteers and community groups throughout the state to spearhead education and prevention efforts, and coordinates with local, state, and federal partners in an effort to reduce methamphetamine use among Idaho's youth.