WASHINGTON -- The White House National
Drug Control Policy Director, John Walters, today announced a new campaign
targeting young adult methamphetamine (meth) users. The Anti-Meth Campaign,
coordinated through the ONDCP's National Youth Anti-Drug Campaign, includes
advertising and public education outreach to raise awareness about the
dangers of meth and provide information about the effectiveness and
availability of meth treatment. The main target audience for the Campaign
is young adults, ages 18 to 34.
"We've made great progress in recent years on the meth problem.
Domestic lab production of meth is down and use rates are declining,"
Walters said. "But in certain areas of this country, meth continues to have
devastating effects on users, their families, and communities. We must
continue to raise awareness about the extreme negative consequences
associated with this drug, while providing those in its grip with the
treatment and support they need. This Campaign is an important step in our
ongoing effort against meth use."
Methamphetamine is an addictive stimulant drug that can be taken
orally, injected, snorted, or smoked. Often called "speed" or "ice," meth
is available as a crystal-like powdered substance or in large rock-like
chunks. Meth users are prone to violence and neglectful behavior that can
affect their children and neighbors. The chemicals used in meth production
are flammable and highly toxic, posing a threat to both the environment and
ONDCP is launching its Anti-Meth Campaign this week in eight States
where meth prevalence and treatment admissions rates are high (Alaska,
Washington, California, Oregon, Iowa, Indiana, Illinois, and Kentucky). The
Campaign is expected to run through March 2008 in those markets. The
Campaign will extend to four additional States through print advertising
(Minnesota, Wyoming, Alabama, and Utah), and nationally through news media
outreach and online resources.
According to the 2005 National Survey on Drug Use and Health, 10.4
million Americans age 12 and older have tried methamphetamine at least once
in their lifetimes. While teen meth use is down significantly in recent
years and past month use is less than one percent, young adults continue to
use. In fact, among 18 to 25 year olds, there are nearly 200,000 current
meth users. The Anti-Meth Campaign is directed toward 18-34 year-olds,
whose meth use tends to be higher and who are often key influencers of
In the Spring of 2007, ONDCP issued a solicitation for meth
advertising. The process was open to organizations willing to donate fully
produced ads, and more than 100 submissions were received. Advertising
materials were then subjected to a rigorous screening process, which
included review by subject matter experts in the fields of social
marketing, advertising, and public health. Additionally, the television ads
were individually tested among 1,500 members of the target audience to
ensure ad believability and relevance. Television advertising included in
the Anti-Meth Campaign was donated by the Partnership for a Drug Free
America, The Meth Project, and the Tennessee District Attorneys General
Conference. ONDCP created supplemental print, radio, and Web banner
advertisements to support the Anti-Meth Campaign.
Select print advertisements, such as the Campaign's print "Open Letter"
ads, may be used by local organizations as PSAs. The Open Letter ads
highlight the effectiveness of meth treatment and community involvement,
while dispelling myths about the drug and who is using it. ONDCP has
partnered with key law enforcement, treatment, and prevention organizations
to co-sign the letters. Signatory partners for the Open Letter ads include:
National Narcotics Officers' Associations' Coalition (NNOAC), Association
for Addiction Professionals (NAADAC), National Association of Addiction
Treatment Providers (NAATP), State Association of Addiction Services
(SAAS), American Society of Addiction Medicine (ASAM), National Drug
Enforcement Officers Association (NDEOA), National Association of Counties
(NACO), Major Cities Chiefs Association (MCA), National Council of State
Legislators (NCSL) and National Association of Social Workers (NASW).
Another key element of the Anti-Meth Campaign will be a photography
exhibit titled "Life After Meth," featuring the portraits and testimonials
of recovering meth users, law enforcement officials, and substance abuse
professionals who've battled the scourge of meth. Their stories give
insight into the impact meth has had on individuals, families, and
communities and provide a message of hope. These photo testimonials will be
part of a traveling exhibit and will be featured online at the Anti-Meth
Campaign Web site, http://www.methresources.gov.
The Anti-Meth Campaign Web site (http://www.methresources.gov) links
visitors to meth treatment resources and provides more information about
the signs and symptoms of meth use and rates of use by State. Community
organizations and other groups involved in meth prevention can download Web
banners, print advertisements, and radio ads from the Web site for use as
PSAs in their local markets.
For more information on the Anti-Meth Campaign and to view advertising
and other resources, visit http://www.methresources.gov.
Since its inception in 1998, the ONDCP's National Youth Anti-Drug Media
Campaign has conducted outreach to millions of parents, teens, and
communities to prevent and reduce teen drug use. Counting on an
unprecedented blend of public and private partnerships, non-profit
community service organizations, volunteerism, and youth-to-youth
communications, the Campaign is designed to reach Americans of diverse
backgrounds with effective anti-drug messages.
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