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

ject. To assure maximum impact, each campaign is research-based and is carefully tested with the Project's target audience, teens. The ads can be viewed at http://www.methproject.org/ads , and will be aired in other states, including Arizona, Idaho, Illinois, and Wyoming at a later date.

Previous Meth Project campaigns have received 40 advertising industry awards including two Gold Effie Awards, seven Gold Addy Awards, 18 Silver Addy Awards, the Cannes Lion Award, and seven AdCritic.com "Top Ten" Awards for the best ads in the United States. Additionally, the Meth Project was a finalist in 2007 for the Grand Effie Award, which goes to the year's most effective campaign.

The Meth Project was created to address what the United Nations International Narcotics Control Board and the National Association of Counties consider the number one drug problem in American -- methamphetamine. The Meth Project is a large-scale prevention program operating in Montana, Illinois, Idaho, Arizona, and Wyoming that is aimed at reducing first-time Meth use through public service messaging, public policy, and community outreach. Central to the program is a research-based marketing campaign that graphically communicates the risks of Meth use.

Concurrent with the launch of its latest advertising campaign, the Meth Project also announced the results of its 2008 Montana Meth Use and Attitudes Survey. The results show the Project's efforts have made powerful inroads in reaching teens. A majority of teens (84%) now voice strong disapproval of trying Meth even once or twice, and few teens surveyed now believe that using Meth offers any benefit.

The survey also notes that a vast majority of teens (85%) now say their friends would give them a hard time if they ever tried Meth -- a 7% increase over last year's survey. Further, parent-child discussions about Meth are more frequent; a majority of teens report they h
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SOURCE The Meth Project
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