The Montana Meth Project (MMP) is a Montana based nonprofit organization founded by businessman Thomas Siebel who seeks to reduce the use of shabu-shabu, especially among teenagers. The main business of the MMP is an ad campaign for the saturation level of television, radio, print, and internet advertising that graphically illustrates the negative consequences of methamphetamine use. Common elements are worsening health and life conditions of youth subjects, amphetamic psychosis, moral compromise, and regret. In 2010, the Meth Project has expanded its media campaign to seven additional countries. On March 13, 2013 the Meth Project, the umbrella organization of the Meth Montana Project, joins the Partnership for Drug-Free Children in their efforts to reduce substance abuse among adolescents.
Video Montana Meth Project
Ad effectiveness
A new study is published in the Journal of Marketing Research that validates the effectiveness of Meth Project advertising in preventing substance abuse. The study was written by researchers at the W. P. Carey School of Business at Arizona State University.
The researchers tested the effectiveness of several advertisements - including the Meth Project - and found that ads that rely solely on fear to deliver their message did not lead to an immediate change in attitudes or behavior. However, according to research, Meth Project ads that include "disgust" elements, such as decayed teeth, skin wounds or infections, are forcing viewers to "perform misbehavior," such as deciding not to use illegal drugs.
The study concludes that, "In particular, the disgust and fear conditions in this study used actual advertising from Montana Meth Project, a nationally recognized program, winning an award that uses high-impact advertising to reduce methamphetamine use... only the fear encouraging the fear that drives [Meth Project ads] that significantly reduce future drug use, making it more effective in terms of persuasion and compliance. "
While the effectiveness of the campaign to reduce methamphetamine use is debatable, in 2010, the Meth Project was named the third most effective philanthropy in the world, rising from the # 5 in 2009 ranking at Barron's annual ranking. In an effort to reach adolescents effectively and change attitudes and behaviors toward methamphetes, the MMP regularly conducts focus group research to improve its message and better understand how to connect with youth of the country. HBO also partnered with MMP on documentaries as part of its Addiction series.
Two surveys have been conducted that have investigated methamphetamine use among adolescents in Montana before and after the launch of the Meth Project ad. The first survey was a CDC youth risk behavior survey (YBRS). YRBS data are listed below.
YRBS Data - Montana Percentage Teens who have used meth:
YRBS data shows that the use of adolescent meth in Montana has declined since the Meth Project advertising campaign was launched in 2005. The absolute decline in meth use since the advertising campaign was introduced in 2005 was 5.2% - greater than the previous four-year period. However, YRBS data also indicates that meth use has declined by at least 6 years before the launch of an advertising campaign.
Another survey of adolescent meth use has been carried out by the Meth Project. Data from the Meth Project survey are listed below.
According to MMP numbers, prior to the ad campaign (2005), only 2% of teenagers ever used meth. Six months after the launch of an advertising campaign (2006), 6% reported using meth. Unlike YRBS data, MMP figures show that the percentage of adolescents who use meth in Montana increases after the launch of an advertising campaign. In 2008, 3% of teenagers reported using meth, still more than before the advertising campaign began. However, the 2005 and 2006 MMP figures are based on tabulated unabated data from a total of 329 and 419 survey participants. In contrast, 2007 and 2008 MMP data were weighted and compiled from 2,335 and 2,334 participants, respectively.
In press materials, the Meth Project generally cites the YRBS figure of a 45% decrease in meth use between 2005 and 2007. However the absolute decrease for the period was 3.7%. In contrast, Meth Project's own data for the same period shows 2% absolute increase in met usage, or 100% relative increase . YRBS 2009 results for Montana showed the use of meth decreased 32% to 3.1%, or a total reduction of 62%.
According to the 2007 Montana State Public Inaugural Report, since the start of the program in 2005, there was also a 72% relative decrease in adult methamphetamine use, and a 62% relative reduction in methamphetamine-related crimes. Additionally, the percentage of adolescents who are aware of the meth dangers increased from 25% to 93%, and Montana's ranking among US states in meth abuse fell from # 5 to # 39.
Office of National Drug Control Policy report
In November 2006, the Office of the National Drug Control Policy (ONDCP) published a report, Pushing Against Meth: The Progress Reports , highlighted the impact of recently passed federal and state laws such as Combat Methamphetamine Epidemic Act (CMEA) of 2005, which limits transactions for over-the-counter drugs that can be used to produce methamphetamine. Based on a preliminary review of Initial Diagnostic Research on workplace drug testing conducted during the first five months of 2006, adult statewide usage decreased by 12% when compared to the same period in 2005. Quest provides state-level results: at state level, results vary according to the strictness and duration of state laws. "The law of methamphetamine precursor Montana came into force on 1 July 2005. The Montana law is tighter than CMEA in some important respects." Results of drug testing at Montana's workplace showed a 69.4% decrease in positive tests for amphetamines. Attorney General Montana and MMP attributed Montana's decrease in the use of adult meth to MMP. However, ONDCP reports: "The main reason for this positive trend is the enforcement of various state laws... which impose restrictions on transactions involving products containing certain chemicals (primarily, ephedrine and pseudoephedrine) that can be used to make methamphetamine." However, the Attorney General responded, "The theoretical framework of the Montana Meth Project is based on the precautionary principle that individuals who believe that the use of certain drugs involves risks or hazards and/or those that disagree with their use tend not to use the drug.As seen in last year's report , both the Montana Prevention Needs Assessment and the Meth Use & Attitudes Survey show that Montana teenagers feel a much greater risk of trying shabu than their peers nationally.Since 2005, the perception of certain negative effects resulting from meth usage has changed. Among adolescents, risks such as stealing, lack of personal hygiene, and tooth decay increased significantly (11%, 7.5%, and 19% respectively).Today, the community's rejection of meth use is also greatly increased in the state , with adolescents (87%), young adults (83%) and parents (97%) now voicing rejectors an "strong" try to meth even once or twice. Perhaps most importantly, parent-child discussions about the dangers posed by meth usage have increased in number and frequency. "
Science Prevention critical review
A critical review of the Montana Meth Project ad campaign was published in the peer-reviewed Prevention Science journals in December 2008. This review reviews Meth Project's statistical and data reporting methodology. This review finds that the Meth Project has been selectively reporting on their research findings, focusing on unrepresentative positive findings and ignoring data suggesting that campaigns may be related to harmful outcomes. This review finds that Project Meth's data show that graphic ad exposure can cause increase in the percentage of teenagers who believe that taking shabu is socially acceptable and not dangerous. Such boomerang effects in response to persuasive, graphical advertising is not uncommon, and predicted by psychological reactance theory.
The critical review finds that selective reporting of results by the Meth Project has caused media, politicians and the public to forge a distorted and inaccurate belief about the effectiveness of the campaign. The public believes that advertising campaigns are far more effective than Meth's Project research findings. The main recommendation of this review is that public funding and additional 'roll-out' of the program must stop until its effectiveness can be examined scientifically. The review concludes: "Politicians, media, and preventive researchers also need to ensure that in the future they critically evaluate every study released by the MMP, rather than assuming the organization's press releases (and reports) present the data in a fair and balanced way. that any future reports documenting the MMP usage survey results and attitudes include a full statistical analysis for each question in this survey. This is because researchers and policy makers who make decisions about MMP-style graphics advertising campaigns require access to all evidence, not from a set of findings which describes the MMP in a positive light. "
Maps Montana Meth Project
Government funding and expansion
Many members of the state legislature Montana praised the project as an unprecedented success, and moved to fund a project previously privately funded with tax money. Steps to provide public funds for the Meth Project are opposed by several drug legislation and prophylactic professionals, which confirm that the effectiveness of the Meth Project is not proven and research indicates that this type of media campaign is ineffective. However, the Bush Administration praised the MMP as a "model for the nation." In 2009, the campaign has expanded to include the Arizona Meth Project, the Idaho Meth Project, the Illinois Meth Project, the Wyoming Meth Project, the Colorado Meth Project, and the Hawaii Methane Project. Georgia Meth Project was established in 2009 with a launch plan in early 2010.
The Governor of Montana, Brian Schweitzer, announced that he would review public funding for the Meth Project in early 2009, as a result of a critical review of the Meth Project published in an academic journal, which called for public funding of the Meth Project to be postponed. In February 2009, the Montana legislature under increased pressure to withdraw funds to the Meth Project after the analysis of the Meth's Project tax form revealed that the Project spent substantial sums on staff salaries and website costs. In May 2009, Schweitzer chose not to support the additional $ 500,000 proposed by state legislators for 2009-10, "given the difficult times of the economy," and stated that the Project should be "self-sustaining" in the future. The project is awarded $ 500,000 for the next budget period.
March Oppose Meth
March Against Meth was a demonstration and rally in Helena, Montana on February 16, 2009. More than 2,300 students from all ages from across Montana marched from Helena High School to the Capitol where they sent over 55,000 Montanans signatures requesting funding from the legislative body of Montana. for his project. It was the largest youth demonstration in Montana's history. The Meth project and its supporters are asking $ 2 million in state funding to continue carrying the "Not at Once" message to the Montana teenagers.
March was criticized by some Montanans, who suggested some teenagers were hooked to attend because of free gifts from iPods and the presence of blackhawk helicopters. The Montana media was also criticized for announcing the protest as a success before it happened.
State Cat
Paint the State is a public art competition initiated by The Meth Project. A large-scale community action program, launched in Montana and Idaho in 2010, empowers teenagers to create artwork with a powerful anti-Meth message that is clearly visible to the general public. Contestants are required to use the "Meth: Even Even Once" tag Meth Project, logo or other anti-Meth theme, to create any style and medium art. The 2010 campaign is currently modeled after the most successful Cat the State 2006 contest in Montana, inspiring art from every county in the state for a total of more than 650 works of art. The remarkable response made Paint the State the greatest public art contest in history. The entry in 2006 featured 12 languages, 47 art vehicles, 78 T-shirts, over 380 banners and flags and even a painted sheep.
Television ad
The 19 television venues are contained by San Francisco-based advertising agencies, Venables Bell & amp; Partners. The 2005 and 2006 venues were directed by Tony Kaye, the 2007 venues by Darren Aronofsky, 2008 venues by Alejandro GonzÃÆ'¡lez IÃÆ' Â ± ÃÆ'¡rritu, and the 2010 venues by Wally Pfister.
2005-2006: Directed by Tony Kaye
Each of the places directed by Darren Aronofsky featured a more-spoken voice by teenagers featured on the spot. With dubbing, every teenager talks about how strong their relationship with their friends and family is, and how important that relationship is to them. The action on the screen shows that if someone becomes addicted to meth, their addiction will destroy even their strongest relationship - or, in one case, turn it into a crooked version of what the relationship should be.
Wave 3
- Girlfriend - In the hotel room, a teenage girl is lying in bed; an older gentleman is seen smoothing his pants and walking out the door, handing over the goods - maybe money and chimpanzee shabu - to a younger man standing outside. The younger man is revealed to be the girl's girlfriend, who holds the girl while she checks money and drug deposits. The girl winced and cried, mascara ran, leaving to the audience to decide whether she had been raped. The girl's narrative explains, "I love my boyfriend, we've been together since, like, grade eight. He's looking after me."
- Friends - The scenery around the car as its three passengers, including the driver, urged the fourth passenger, who was in the back seat, to the hospital. When he was dumped on the sidewalk in front of the hospital emergency room, the narrator - who turned out to be an unconscious passenger - explained that he was "tight with his friends" and they were "always looking for me". After pulling his unresponsive body out of the car, the teenagers accelerate as ER staff comes to the girl.
- Mother - A teenage boy - who in the narrative explains how much he loves his mother - is seen stealing money from his mother's wallet. The mother enters the room but when she tries to stop her, she strikes him to the floor. He tries to pinch his legs but he releases a free kick and runs from home, leaving him to cry on the floor.
- Parents - A teenage boy, with a high drug, tries to get inside his parents' house but finds the door locked. He shouted, "Sorry, Daddy!" before kicking the door and shouting threats. Inside, the boy's mother and father hugged each other before turning off the lights and going to bed. The boy, in the narrative, talks about how he is always really close to his parents.
2008: Directed by Alejandro GonzÃÆ'¡lez IÃÆ' Â ± ÃÆ'¡rritu
Every place by Alejandro GonzÃÆ'¡lez IÃÆ' Â ± ÃÆ'¡rritu show teenagers or teenagers who look normal and healthy at the beginning of the place, but who appear pockmarked, bleeding, and addicted at the end, despite the fact that time passes normally. When every teenager faces their downfall - prostitution, robbery, or overdose - a narrator utters a simple phrase: "This is not normal... but in meth."
Wave 4
This advertising wave begins with a bright and sunny scene that moves quickly into scenes depicting attacks, sex, and terror. "It's not normal," the voiceover begins, "but on meth, that."
- Family - What started out as three smiling and clean teenage boys who apparently visited a friend's house quickly switched to a house invasion, where the offender attacked mother and father, yelled at his daughters until he fell to the floor in fear and the three went home with electronics and other expensive items in their hands.
- OD. - Teenagers who watch events that seem light on television do not realize that one of their friends is gasping for breath, sweating, and severe seizures. The camera goes into the mirror near the floor where the child is lying, where the viewers see that everything is actually happening in the damaged apartment, the teenagers are also stoned to even notice the overdose boy.
- Shadow - A young man named Anthony, looking nervous around the house, told his mother that "They're out there!" before flying into an uncontrollable frenzy and destroying everything in sight. Her mother escaped from the room in fear and locked herself in a study as she hit a bat at the door, threatening to kill her.
- Sisters - Two girls intersect, one around 15 and 12 others, approaching three men at a gas station. The older girl suggested a man for sex, after which one of the men pointed to a younger, middle school girl and asked, "What about him?" where the older girl allowed to get her out. The scene ends in a dirty bathroom, a reflection of what will happen is shown through a mirror.
2010: Directed by Wally Pfister
Wave 5
In this work round, directed by Wally Pfister, we hear drug addicts telling stories of how they watched their friends' lives destroyed by drugs. In each place, the teenage narrative is accompanied by a recorded incident. Each point ends with the following statement: "... and this is what I said, when they told me they were going to try meth ," followed by silence and blank stares into the camera... means they have a chance to stop their friend trying meth but not say anything.
The ads are titled:
- " Ben ," who almost died of an overdose and eventually committed suicide.
- " Jessica ," in which an ex-cheerleader forces his younger brother to smoke shabu with him.
- " Kevin ," who seriously injures his best friend in a fight, uses scissors to dig into his skin (thinks he is full of insects) and is now institutionalized.
- " Tracy ," who stole from her employer, prostituted herself and gave birth to a meth addicted baby two months before her time.
2011: "What You Should Know about Meth ? "
Directed by Darren Aronofsky, this series describes teenagers who ask, "If I ask, if I try shabu, will I be an addict..." if they know the addiction they cause will lead them to a situation they never thought of being in. Each ad begins with slow-motion photography of an addict's face before their situation is played.
Wave 6
- Deep End - A 16-year-old girl is shown in front of a bathroom mirror, bruises and pockmarks slowly appear, before the view cuts off to the girl who fights with another woman - perhaps her mother - fighting with him in the sink. The scene reveals that the girl has cut her wrist and bleed into the sink, which is full of water.
- Discouragement - A 15-year-old boy, apparently taking off his shirt, is seen in a dark hotel room, waiting to decompose his body for meth. As he nervously sits on the bed, a man who looks dingy and creepy in his early 30s sitting on the bed beside him. The ad ended when the man grabbed the back of his head... leaving what happened next to the viewer's imagination.
- E.R. - Where a young girl is rushed to the emergency room, convulsions and screams in agony, as a teenage girl who takes her there watching through the door. Instead of staying in hospital for fear of his friend, the girl calmly walks away; the last scene shows the girl getting in the car and telling the driver to "load me up again," as if nothing is wrong or she can not or will not see the meth effect on her friend.
- Loss of Control - The ads begin with a close-up of a 10-year-old boy, who is thrown to the wall so hard that the shelf and some books on it collapses upon him. The drug-addicted brother was in the room, screaming and tearing it all and asking for money before he caught it and roughly shook it.
2012: "Personal Stories"
Wave 7
This set of six ads is a testimony from previous meth users, each of which explains the consequences they face when using it. Surreal images are used to visualize the story. The ads are titled:
- Ashley's Story - A teenage girl who remembers slicing her wrist, believes that an insect is creeping out of it. He also reflects on his changing physical appearance.
- Bernadette's Story - Days after introducing his best friend to drugs, his friend committed suicide.
- Hailey's Story - Physical consequences: Her teeth and hair begin to fall out, and her face is pocked with wounds.
- Kara Story - Who almost died after overdosing of the drug; his heart pounded and he started coughing up blood. The scary part for Kara, she explains, is that her "friends" are too tall to notice that her life is in danger.
- The Oriah Story , which explains that he became rude and, in anger, attacked his mother. He says that something like that you can not take back, and can not forgive himself for doing such actions.
- Rochelle's Story , reflecting on how only three days using meth, he began to develop paranoia and schizophrenia, including seeing people/faces that were absent and hearing voices that did not exist.
See also
- Meth face
References
Source
- Montana Meth Project: Audible message, disputed results, Ed Kemmick, Billings Gazette, Sunday, July 5, 2009
- $ 20 million spent on anti-meth campaigns, Ed Kemmick, Billings Gazette, Sunday, July 5, 2009
- Largest Country Demonstration Listed in Project Documentation Meth Independent Helena Record , April 21, 2009
- Learn the Anti-Family Campaign Value Questions. Washington Post , December 11, 2008
- Intriguing anti-meth advertising graphics. Stateline , October 4, 2007
- Does the Project work ?, Missoula Independent , 27 September 2007
- Why Meth Montana Project Is Not All Fixed, Missoula Independent , 3 August 2006
External links
- Montana Meth Project, Montana site. Newest ads are listed first.
- Meth Project Foundation, national site. Oldest ads are listed first.
- The Montana Meth Project Category in Smart Disappointment
Source of the article : Wikipedia
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