Montana Meth Project Kicks Off Phase Four of Campaign With New Ads Directed by Oscar-Nominated Filmmaker Alejandro Gonzalez Inarritu

"These ads are the next step in our efforts to eradicate Meth use in Montana," said Montana Meth Project Chairman Mike Gulledge. "We are truly honored to have the opportunity to work with such a talented director. The commercials Mr. Inarritu created portray powerful images to demonstrate how destructive Meth can be, and will leave a lasting impression on all who view them."

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

Concurrent with the launch of its latest advertising campaign, the Montana 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 have discussed Meth with their parents in the past year (65%, up 11% since 2005).

"Meth use among Montana teens has dropped substantially since 2005, and the Montana Meth Project has played a large part in that decline," said Montana Governor Brian Schweitzer. "The Project's efforts, particularly the hard-hitting advertising campaigns aimed at teens, have driven home a powerful prevention message that has played a critical role in changing behavior toward Meth in our state."

Also released this week was Montana Attorney General Mike McGrath's report, Methamphetamine in Montana: A Follow-Up Report on Trends and Progress. The report notes that lifetime Meth use by teens in Montana has dropped nearly 45% since 2005. This decline is greater than any other observed across all risk categories measured by the 2007 Montana Youth Risk Behavior Survey. Additionally, Meth-related crime has dropped by 62% from 2005-2007 based upon state crime lab data, and the number of employees testing positive for Meth fell 72% in the same period.

About the Montana Meth Project:

Launched in September 2005, the Montana Meth Project, a not-for-profit organization headquartered in Missoula, Montana, implements a range of advertising and community action programs to reduce methamphetamine use in the state. Combining extensive research with a hard-hitting, integrated media campaign, it has been repeatedly cited as an effective response to a devastating social problem.

     Media Contacts:    Jessica del Mundo
                        GolinHarris
                        213-438-8772
                        jdelmundo@golinharris.com

SOURCE Montana Meth Project

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