Montana Meth Project - "Not Even Once"

In our last class, I talked about some anti-meth commercials that have aired back home in Montana. They're part of the Montana Meth Project, whose tag line is "Not Even Once." The campaign is aimed to dissuade teens and young adults from even trying meth, pointing out the high addictiveness of the drug.

Here are some of the graphic print ads used in the campaign. These ads can be found everywhere in Montana, from newspapers to billboards.




I also found several commercials on YouTube, but I chose just a few to include here. Be prepared, they're pretty jarring, just like the print ads above. Here are the links:

Meth Commercial - Girl in Shower

Meth Commercial - Laundromat

Meth Commercial - Mother and Son

Meth Commercial - Family Visitors


This is an example of an extremely successful campaign that uses graphic and explicit images. Even though the audience might want to look away, the saturation level of this campaign is so deep that it makes a real impact. According to official state reports, meth use has decreased by 72% and meth-related crime has decreased 62% since the launch of the Montana Meth Project in 2005. Before the campaign, Montana ranked #5 out of all states in the nation for Meth abuse. Now, Montana ranks #39.