Montana Meth Project

The Meth Project is doing some great work in Montana. The TV ads are especially devastating. This is what you want everyone tempted by meth to see. I wish these ads had been around when I was a teenager.

The Meth Project is the largest advertiser in Montana, reaching 70-90% of teens three times a week. This is saturation-level advertising.

The research-based messaging campaign—which graphically portrays the ravages of Meth use through television, radio, billboards, and Internet ads—has gained nationwide attention for its uncompromising approach and demonstrated impact. The campaign's core message, "Not Even Once," speaks directly to the highly addictive nature of Meth.

We approach methamphetamine as a consumer products marketing problem. Meth is a consumer product. It is readily available. It is affordably priced. It is distributed statewide through a very effective distribution channel. It has many product attributes that are perceived as attractive.

Every day young people in Montana are making product consumption decisions regarding Meth. Many perceive benefits in using Meth. Many perceive little to no risk. This is the root of the problem.

Our goal is to arm the youth of Montana with the facts about Meth so that they can make a better informed decision when presented with the opportunity to give Meth a try.