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Oscar-Nominated Filmmaker Alejandro Gonzalez Inarritu Directs New Meth Project Advertising Campaign
Date:4/1/2008

Groundbreaking project credited with dramatic reduction in Meth use

PALTO ALTO, Calif., April 1, 2008 /PRNewswire/ -- The Meth Project today unveiled its new advertising campaign, including a series of television ads directed by critically acclaimed filmmaker Alejandro Gonzalez Inarritu, the Oscar-nominated director and producer whose works include "Babel," "21 Grams," and "Amores Perros." The ads, which launched today in Montana, are designed to communicate the consequences of Meth use on individuals, their friends, and families. Since the Meth Project's launch in Montana in 2005, the state has seen a dramatic shift in Meth behaviors and attitudes. The Montana Attorney General's office reported this week that teen Meth use is down nearly 45% since 2005, Meth-related crime has dropped by 62% in the same period, and the number of employees testing positive for Meth fell 72%.

"The Meth Project campaign has effected a dramatic reduction in Meth abuse in the last two years," said Meth Project founder Tom Siebel. "If we are able to continue to see these kinds of results, this will have been an exceptionally effective prevention effort."

The 30-second television ads offer a look into the dark world of teen Meth addiction. Built around the theme, "This isn't normal, but on Meth it is," the ads present graphic and often uncomfortable views of how Meth can drive users to abhorrent and even violent behavior.

In one ad, two teenage girls sell themselves to a group of young men for money to buy Meth. Another focuses on addicts breaking into a house to support their Meth habit, and the last features a teen suffering from an overdose, lying at the feet of friends who are smoking Meth. In addition to the three television ads directed by Mr. Inarritu, four print ads and nine radio ads will reach at least 80% of Montana teens three times each week.

The new advertising campaign is the fourth in an award-winning series launched by the Meth Pro
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SOURCE The Meth Project
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