The Meth Project, founded by businessman and Montana rancher Tom Siebel, is a 501(c)3 non-profit organization focused on developing statewide and regional Meth prevention campaigns. The Meth Project founded and currently manages the activities and creative direction of a number of statewide Meth prevention efforts, including the Montana Meth Project, the Arizona Meth Project, the Idaho Meth Project, the Illinois Meth Project, the Wyoming Meth Project, the Colorado Meth Project, and the Hawaii Meth Project. The Meth Project is funded by a grant from the Siebel Foundation.
The Idaho Meth Project has demonstrated significant results in changing attitudes towards Meth since its inception in January 2008 and was recently cited as a model prevention program for the nation by the White House Office of National Drug Control Policy. The Meth Project is working with states across the nation interested in replicating the program as part of their efforts to reduce the prevalence of methamphetamine use.
Recent survey data in Idaho demonstrates attitudes and behaviors toward Meth have changed since the campaign launched.
IDAHO METH PROJECT SUMMARY
THE PROBLEM
As of January 2008, Idaho was overwhelmed by methamphetamine abuse:
- 1 in 5 Idaho teens saw little or no risk in trying Meth once or twice1
- 63% of Idaho felony drug court participants indicated that Meth was their drug of choice2
- 80% of the child placements by the Idaho Department of Health and Welfare were directly related to drug abuse with Meth being the most prevalent drug of choice3
THE CAMPAIGN
From January 2008 through January 2009, the Idaho Meth Project sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, newspapers and the Internet. This campaign included:
- 17,462 TV ads
- 18,235 Radio ads
- 30,780,809 Total Print Impressions
During this same period of time, the Idaho Meth Project also conducted over 400 community and school presentations throughout the state of Idaho.
IMPACT
Idaho Market Results since January 2008:
- 63% of teens (up 8 points) and 77% (up 9 points) of young adults now believe there is "great risk" in taking Meth just once or twice4
- At least eight in ten teens and young adults believe there is "great" or "moderate risk" of the following after trying the drug once:5
- Tooth decay (up 13 points for both teens and young adults)
- Suffering brain damage (up 12 points for teens; up 11 points for young adults_
- Dying (up 13 points for teens; up 11 points for young adults)
- Becoming violent (up 9 points for teens; up 10 points for young adults)
- Turning into someone they donšt want to be (up 9 points for both teens and young adults)
- Having sex with someone they donšt want to (up 8 points for teens; up 9 points for young adults)
- 87% of Idaho parents say that they have discussed Meth with their teens in the past year, with half (49%) of parents reporting that television ads prompted the discussion (up 24 points).6
1Baseline Idaho Meth Use & Attitudes Survey
2Idaho Supreme Court
3Idaho Department of Health and Welfare
4, 5, 6 2009 Idaho Meth Use & Attitudes Survey