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Office of National Drug Control Policy Taps RIESTER creative for Use in National Anti-Meth Campaign
Date:8/4/2009

SALT LAKE CITY, Aug. 4 /PRNewswire/ -- RIESTER creative from Utah's End Meth Now campaign has been selected by the Office of National Drug Control Policy (ONDCP) to become a key resource to states across the country in the fight against meth use. In contrast to other approaches combating meth addiction, the End Meth Now campaign inspires hope and enlists the help of loved ones in fighting the drug.

"We've had the privilege of working on many successful campaigns, but feel extremely proud with this news from the ONDCP," said Tim Riester, president and CEO of RIESTER. "It affirms our research process and acknowledges the need for this type of campaign approach in other states."

Research conducted by RIESTER prior to the campaign's development revealed that meth users are strongly motivated to seek treatment following the intervention of friends, family and other loved ones - even if that intervention involves law enforcement. The campaign developed messaging that educated citizens on the warning signs of meth use, appropriate action to help a loved one suspected of drug use and encouraged users to believe that recovery is possible.

"We all know the ravages this drug can cause; however, this work from Utah shows there is hope, as people can and do recover from meth addiction," said R. Gil Kerlikowske, Director of the Office of National Drug Control Policy.

ONDCP has selected three End Meth Now TV advertisements as part of its national outreach:

  • "Sisters" This spot is an emotional tribute to the childhood bond formed between siblings and the importance of that relationship in fighting addiction to meth. The TV ad garnered acclaim from viewers, many commenting that it encouraged them to seek help for themselves or a loved one. Musical artist Sarah McLachlan donated the use of her song, "Answer," for the ad.
  • "Story Book" This commercial details how years of productive life can be lost to meth addiction.
  • "Homecoming" This spot features Robin, a recovering meth user, and her son Taran. Their real-life story is a testament to hope and recovery for meth users and their families.

Utah's End Meth Now campaign generated stunning results for Utah. A topic that was once hidden--specifically meth use among young mothers--became the focus of a statewide conversation during the campaign.

The End Meth Now campaign was part of an initiative in the state's ongoing effort to combat the growing use of methamphetamine in Utah. Recognizing the growing threat of meth use to Utah's, Gov. Huntsman and the Utah Association of Counties established the Utah Methamphetamine Joint Task Force in January 2006. The End Meth Now campaign is part of a five-phase action plan established by the group to fight the methamphetamine epidemic statewide.

For more information about RIESTER, visit www.riester.com. To review the campaign elements, visit: http://www.riester.com/creative_details.php?cat_id=11&client_id=112.


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