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Montana Ad Blitz Busts Meth Use

'Unselling the product' leads to 70% drop among adults, 45% in teens

By Kevin Spak,  Newser Staff

Posted Mar 27, 2008 1:23 PM CDT

(Newser) – In 2005, Montana had the fifth-worst methamphetamine problem in the US; now it’s 39th, and negative advertising is to credit for much of the stunning turnaround. Montana’s nonprofit Meth Project launched a massive blitz against the drug, blanketing airwaves, websites, newspapers, and billboards. “The intention is to treat meth like a consumer product,” said one backer.

As a result, meth use dropped 45% among state teens, and 70% among adults, the Christian Science Monitor reports. Of course, advertising wasn’t the sole factor. Nationwide, meth use dropped 22% in the US, thanks to new enforcement philosophies—instead of targeting individual criminals, federal authorities now try to systematically wipe out supply chains.

This photo released by AMC shows a scene from Breaking Bad featuring a simulacrum of a modern home meth lab.
This photo released by AMC shows a scene from "Breaking Bad" featuring a simulacrum of a modern home meth lab.   (AP Photo/AMC)
In this undated photo released by the Community Partnership, methamphetamine, colored with strawberry-flavored children's drink mix is shown in Springfield, Mo.
In this undated photo released by the Community Partnership, methamphetamine, colored with strawberry-flavored children's drink mix is shown in Springfield, Mo.   (AP Photo/Community Partnership)
Recovering Meth addict Barry Schmidt shows a keychain denoting the amount of time he has been drug free, as he stands in front of his house , in Omaha, Neb., Tuesday, March 27, 2007.
Recovering Meth addict Barry Schmidt shows a keychain denoting the amount of time he has been drug free, as he stands in front of his house , in Omaha, Neb., Tuesday, March 27, 2007.   (AP Photo/Nati Harnik)
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Montana Meth Ads: Bathtub   (Kzanderall (YouTube))
Montana Meth Project - Boyfriend   (montanamethproject (YouTube))

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