ABOUT US

Law enforcement officials, drug counselors, and state legislators agree—there has never been a drug as powerful, addictive, and quick to destroy lives and communities as methamphetamine. Meth is the top drug of choice and the #1 drug problem in Idaho. The financial and social consequences of Meth abuse are devastating. Meth is increasingly gaining popularity among Idaho's most vulnerable—teens and young adults.

Idaho spends between $60 to $102 million annually to incarcerate and treat offenders who admit to having a Meth problem - this represents between 32%-55% of the Idaho Department of Correction's total budget¹
- 52% of Idaho inmates directly attribute Meth use to their incarceration²
- 89% of female offenders in county jail in Idaho indicate they have a problem with Meth-73% of these women indicate that Meth is their drug of choice³
During 2007, more than 70% of those sentenced for Federal drug offenses in Idaho involved methamphetamine⁴
Idaho ranks #4 in the country for past year Meth use by 12 - 17 year olds and 18 - 25 year olds⁵
Idaho ranks #7 for lifetime Meth use by high school students⁶
Idaho's percentage share of Meth treatment in the U.S is 2.6 times higher than their relative share of the U.S. population⁷
80% of the child placements by Health and Welfare are directly related to drug abuse with methamphetamine being the most prevalent drug of abuse⁸
The Idaho Department of Health and Welfare spends an average of $500,000 per month on Meth-related treatment⁹

MISSION

WHAT IS THE IDAHO METH PROJECT?

By using consumer marketing and advertising strategies as the basis for its outreach, the Meth Project has been repeatedly cited as a powerful private-sector response to a devastating social problem. It was recently recognized by the White House as one of the nation's most effective prevention programs.

The goal of the Idaho Meth Project is to significantly reduce the prevalence of first-time methamphetamine use in Idaho. To achieve this goal, we have established a program that will be active in three areas: 1) Public Service Messaging; 2) Public Policy; and 3) Community Action.

Using the proven Meth prevention program developed by the Meth Project, we can dramatically reduce the negative impact of methamphetamine in Idaho. Based on the successful model of the Montana Meth Project, Idaho has launched a sustained, research-based public messaging campaign - including advertising, public relations, and website - to effect a substantial reduction in methamphetamine use among Idaho's youth. The goal of the Idaho Meth Project is to make an aggressive effort to ensure that the next generation is equipped with information to make the choice to remain Meth-free.

In Montana, where the Meth Project was first initiated, there has been a 72% decrease in workers testing positive for Meth¹⁰, a 63% decrease in teen Meth use¹¹, and a 62% decrease in Meth-related crime¹² since the campaign's launch in the state just three years ago.

On January 7, 2008 Governor Otter announced the official launch of the Idaho Meth Project at his State of the State Address. Recognizing the pervasive problem of Meth in Idaho, the Governor and First Lady adopted a proactive approach to ensure that Idaho youth truly understand the dangers of this horrific drug. We need your continued support to ensure this campaign sustains itself over time so we can educate our citizens about the dangers of Meth - Take Action Now!

APPROACH

Every day, people are faced with the decision to try Meth. Many perceive benefits in using the drug, but little-to-no risk. This is the root of the problem. The goal of the Meth Project is to arm teens and young adults with the facts about methamphetamine so they can make well-informed decisions when presented with the opportunity to try it. Simply stated, we will "unsell" Meth to the most vulnerable population: teens and young adults.

The Idaho Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand Idahoans' attitudes and behaviors related to methamphetamine. This research provides the foundation for our messaging programs.

RESEARCH-BASED MESSAGING CAMPAIGN

At the core of the Meth Project's effort is research-validated, high-impact advertising that graphically communicates the risks of Meth use. Idaho has launched a large-scale, statewide public messaging campaign and community action program unprecedented in power and influence in the state. Saturating TV, radio, billboards, newspapers, and the Internet, we reach 70-90% of young people 3-5 times a week with research-validated, hard-hitting messaging that graphically communicates the risks of Meth use and its impact on individuals, families, and communities.

The program, which has gained nationwide attention for its uncompromising approach and demonstrated impact, has won 45 awards, including 11 Gold ADDY Awards, 19 Silver ADDY Awards, 2 Gold Effie Awards, and the Cannes Lions Award at the Cannes International Advertising Festival.

Since the Idaho Meth Project is entirely funded through the generous contributions of private individuals, corporations, and foundations, we need your support - Take Action Now.

PUBLIC POLICY AND COMMUNITY ACTION

In addition to its public awareness campaign, the Idaho Meth Project mobilizes community groups throughout the state to spearhead education and prevention efforts, and coordinates with local, state, and federal agencies in an effort to reduce methamphetamine use among Idaho's youth.

IDAHO METH PROJECT MILESTONES

January 2007	Plans Announced to Form Idaho Meth Project
May 2007	Executive Director Hired
October 2007	Advisory Council Formed
September 2007	Baseline Meth Use & Attitudes Survey
November 2007	Web Site Launched
January 2008	Idaho Meth Project Launched During State of the State Address Survey results published "Wave I" Advertising launched: TV, radio, print, outdoor Community action program initiated
September 2008	Year 1 Idaho Meth Use & Attitudes Tracking Survey Launched
January 2009	"Wave II" Advertising Launched Year 1 Survey results published

¹Idaho Department of Correction, 2008
²Ibid
³Ibid.
⁴Office of National Drug Control Policy, State of Idaho, Profile of Drug Indicators, June 2008
⁵SAMHSA, National Survey on Drug Use and Health, 2007
⁶Center for Disease Control, Youth Risk Behavioral Survey, 2008
⁷SAMHSA, Treatment Episode Data Set, and U.S. Census
⁸Idaho Department of Health and Welfare
⁹Idaho Department of Health and Welfare
¹⁰ Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.
¹¹ Montana Office of Public Instruction, 2009 Montana Youth Risk Behavior Survey. June 2009.
¹² Montana Attorney General, Mike McGrath. Methamphetamine in Montana: A Follow-up Report on Trends and Progress. April 2008.