The Montana Meth Project's shock-based advertising campaign

Health in the Media

What is the health issue presented?

Anti-meth Promotion (The 8 Most Terrifying Anti-Meth Ads)

Through what media outlet is the health issue(s) presented?

The Montana Meth project has been criticized, copied, and is now part of the subculture on YouTube for advertisers and recovery groups alike. While specifically located in the State of Montana, and funded by a wealthy rancher, the controversial ads have become so popular that they have been emulated in other areas. According to the research, these sets of ads show the following:

As of September 2005, Montana was #5 nationally in Meth abuse; 50% of inmates in Montana were incarcerated for Meth and 50% of foster Placements also the result of Meth.

Campaign -- 71,000 TV Ads, 64,000 radio ads, 140,000 print impressions, 2,100 billboards.

Impact -- Remeasures after the campaign ran: Montana now 39th globally in Meth abuse; Teen meth use declined 63%, adult meth by 72% and meth related crime decreased by 62% (Montana Meth Project Summary Results).

What is the main idea of the health issue presented?

Meth abuse leads to anti-social, criminal, and mind-numbing behavior; unbelievable when viewed "straight." Meth abuse is endemic, and people who push meth or supply meth are not friends. Any responsibility one has goes awry under the influence of meth. The ads are meant to convey the solemn viewpoint -- if you use meth, you will die… it is a ticking time bomb and inevitable.

What are your reactions and/or thoughts about the health issue(s) and how it is presented?

This reminds me of the films seen during driver's ed. Of films so graphic they almost made one ill -- designed to scare kids into being more careful drivers. The images on the Montana Meth Project are designed to shock, designed to cause dialog, and designed, in the long run, to prevent further meth use.

The statistics show that it can be reasonably assumed that the ads had some effect. The reason one cannot make the assumption completely that the campaign worked is because there are too many additional variables that might have something to do with the decrease in meth related activities; price elasticity of the product, law enforcement, etc. That being said, despite the shocking, degrading and rather uncomfortable views presented in the series, I think it is powerful tool for a generation that needs to be shocked once and awhile. Twenty years ago it might have been the kinder, gentler approach of the eggs, then eggs frying; with the commentary moving from, "This is your brain," to "This is your brain on drugs."