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The Montana Meth Project (MMP) is a Montana-based organization founded by billionaire Thomas Siebel which seeks to reduce methamphetamine abuse, particularly among teenagers. The main venture of the MMP is a saturation-level advertising campaign of television, radio, and print ads which graphically depict the consequences of methamphetamine use. Common elements are the deterioration of each teenage subject's health and living conditions, amphetamine psychosis, moral compromise, and regret.

Effectiveness of the ads

According to a 2007 Montana State Office of Public Instruction Report, since the inception of the program in 2005, there has also been a 72% relative decrease in adult methamphetamine use, and a 62% relative decline in methamphetamine-related crimes..

Office of National Drug Control Policy report

In November 2006, the Office of National Drug Control Policy (ONDCP) published a report, Pushing Back Against Meth: A Progress Report on the Fight, highlighting the impact of recently enacted State and Federal laws, such as the Combat Methamphetamine Epidemic Act (CMEA) of 2005, that restricted transactions for the over the counter drugs that can be used to manufacture methamphetamine. Based on the results of Quest Diagnostics' preliminary review of workplace drug tests conducted during the first five months of 2006, the nationwide adult usage of meth declined by 12% when compared to the same period in 2005. Quest provided state-level results: on the state level, results varied according to the strictness and duration of the states' laws. "Montana’s methamphetamine precursor law went into effect July 1st 2005. The Montana law is stricter than the CMEA in several important respects." Montana’s workplace drug testing results showed a 69.4% decrease in positive tests for methamphetamine. Montana's Attorney General and the MMP attribute Montana's decrease in adult meth usage to the MMP.

Government funding and expansion

Many in the Montana state legislature hailed the project as an unprecedented success, and moved to fund the previously privately-funded project with tax dollars. The move to provide public funding for the Meth Project was opposed by some legislators and drug prevention and treatment professionals, who asserted that the Meth Project's effectiveness is unproven and that research shows that these type of media campaigns are ineffective.

The MMP was cited by the White House as a "model for the nation." As of 2008, the campaign has expanded to include Arizona, Idaho, Illinois, and Wyoming.

March Against Meth

The March Against Meth was a demonstration and rally in Helena, Montana on February 16, 2009. Over 2,300 students of all ages from across Montana marched from Helena High School to the Capitol where they delivered over 55,000 signatures of Montanans requesting funding from the Montana legislature for the project. It was the largest youth demonstration in Montana's history. The Meth Project and its supporters requested $2 million dollars in state funding to continue to bring the "Not Even Once" message to Montana teens.

Television ads

All 15 television spots were conceived by San Francisco-based advertising agency Venables Bell & Partners. The 2005 and 2006 spots were directed by Tony Kaye, the 2007 spots by Darren Aronofsky, and the 2008 spots by Alejandro González Iñárritu.

2005-2006: Directed by Tony Kaye

Tony Kaye's spots feature themes of meth-addicted teens' moral compromises and regret, and certain teens' false confidence that they can use meth without becoming addicted. Bathtub, Laundromat and Everything Else feature pre-addicted teens encountering future, addicted versions of themselves. Just Once, That Guy and Junkie Den feature teens who promise themselves that they will only try meth "once". Crash and Jumped feature teens who wish that a terrible accident or violent attack would have prevented them from trying meth, since they consider their addiction to be a worse fate.

Wave I

• Bathtub - A teenage girl in her bathrobe talks on her cell phone while looking into her bathroom mirror. She says, "yeah, my parents think I'm sleeping at your house". She hangs up and gets into the shower. While showering, she looks down and sees a trickle of blood. She turns around and screams; there is a pockmarked, bleeding version of herself shivering at the bottom of the shower, who pleads, "don't do it."
• Laundromat - A deranged, addicted young man runs into a laundromat and demands the money of everyone inside, beating a man to the floor and screaming in the faces of women and children. He then runs to a young man in the corner, grabs him by the collar, and shouts "this wasn't supposed to be your life!" The assailant and his last victim are the same young man.
• Just Once - A teen girl declares that she is only trying meth "once", leading to a sequence of further compromises to support her addiction, including stealing and prostitution, each of which she promises will be "just once." The ad ends with the girl unconscious on her bed in a meth-induced haze, while her pre-teen sister steals her meth and whispers, "I'm going to try meth, just once."
• That Guy - A teen boy states "I'm going to try meth just once, I'm not gonna be like that guy." He gestures towards a later version of himself, who deteriorates further, finally ending up shaking and sweating on a drug dealer's makeshift van-seat "couch". A teen girl purchases from the dealer, saying "I'm gonna try meth just once, I'm not gonna be like that guy," indicating the now-wretched boy.

Wave II

• Junkie Den - In a shadowy drug den, a young boy tries meth for the first time. He is congratulated by dirty, drug-addicted people, who describe his future life as "one of us". One woman says that they will "shoot up together", two addicted men say that they and the boy will "steal together... and we'll be sleepin' together, too." The boy's protest that he is only trying it once is met with howls of laughter.
• Crash - A car is driving in the rain at night. The tire explodes, and the car flips over. In narration, the teenage driver wishes that she had crashed on her way to "that party", even if she were to have broken her neck and become paralyzed, because it would have prevented her from trying meth. The girl, now addicted, smokes the drug in a dirty, run-down apartment, in which she says "now this is my life."
• Everything Else - A girl approaches a group of people who are smoking meth, and requests some for herself. The dealer gives her the drug, as well as "everything else" that comes with it. He aggressively saddles her with an intimidating drug dealer, "meth boyfriends" who rape her, an addicted baby, and in a mirror, he shows her her bleeding "meth face."
• Jumped - A younger teen boy is chased through a parking lot by three older males, who beat him to the ground and kick him. In narration, the boy wishes he had been assaulted that night, because then he would not have tried meth. The worst of the three assailants raises a cinder block high over his head, threatening to drop it on the boy and crush his skull. The camera cuts to a drug den, where the boy, shaking, says "now all I do is meth."

2007: Directed by Darren Aronofsky

Each of the spots directed by Darren Aronofsky features a voice-over spoken by the teen featured in the spot. In voice-over, each teen talks about how strong their relationships are with their friends and family, and how important those relationships are to them. The action on screen demonstrates that if a person becomes addicted to meth, their addiction will destroy even their strongest relationships.

Wave III

• Boyfriend - A teen girl lies on a bed in her underwear, as an older man zips up his pants and walks out the door of the motel room in which the girl lies. In narration, the girl states, "I love my boyfriend, we've been together since like 8th grade. He takes care of me." As the older man exits, he hands something (presumably a bag of meth) to the girl's boyfriend, who stands outside of the door. The boyfriend enters the room and inspects the bag of meth that the man gave him, as the girl cringes and weeps.
• Mother - A teenage boy raids his mother's purse for money, while in narration, he talks about how much he loves her. When she enters the room and objects to his theft, both dismayed and concerned for her son, he strikes her to the floor. She cries out to him, hanging onto his leg. He kicks free and flees, as she lies sobbing on the floor.
• Friends - From the interior of a car, we see one worried passenger, the reckless driver, and a second worried passenger. A female narrator says that she is "tight with her friends", who "always look out for me". The narrator is revealed to be the fourth person in the car—she is slumped in the backseat—as the car halts in front of a hospital emergency room. The girl's 'friends' pull her unresponsive body out of the car, dump her next to the curb, and speed off as a nurse approaches the girl.
• Parents - An upset teenage boy approaches his parents' house, knocking on the door, and shouting "I'm sorry, Dad!" In a narration, the boy talks about how he's always been really close with his parents. Inside the house, the parents are panicked and distraught, and turn off the light. The boy kicks the door many times, begging to be let in, screaming that he's going to kill them.

2008: Directed by Alejandro González Iñárritu

Each of the spots by Alejandro González Iñárritu features a teen or teens who appear to be normal and healthy in the beginning of the spot, but who appear pockmarked, bleeding, and addicted at the end, despite the fact that time passes normally. As each teen encounters their downfall—prostitution, robbery, or overdose—a narrator intones the simple phrase: "This isn't normal... but on meth, it is."

Wave IV

• Family - Three smiling, clean-cut teen boys ring the doorbell of a family's house. A mother opens the door, and the boys violently burst into the house: one pins the mother against the wall by her throat, another grabs a vase and smashes it over the father's head. The boys scatter through the house and quickly fill their arms with valuables, one boy shrieks "Hurry up!!", while a female voice-over says, "This isn't normal..." The family's young daughter enters the room, crying for her father who is injured on the floor, and one of the boys stands over her and shouts until she drops to the floor in terror. As the boys flee the house with their arms full of valuables, we see that their formerly clean-cut faces are now gaunt, pockmarked and bleeding, as the voice-over concludes, "... but on meth, it is."

• O.D. - Several clean-cut, smiling teens are sitting on a bed in a clean, sunny, suburban teenager's room, watching a lighthearted show on television. The camera pans to the floor, where one clean-cut teenage boy is gasping, sweating, and convulsing, with his eyes rolled back into his head. The teens on the bed appear not to notice him. The voice-over intones, "This isn't normal..." as the camera pans to a mirror near the floor where the boy lays. The camera passes through the mirror and enters the dim, shadowy "mirror world" as a low, ominous tone overtakes the sound of the television. The camera pans upward past the now-pockmarked face of the seizing boy, rising above the filthy floor to the grimy bed where the group of teens sit, now gaunt and sickly. The teens on the bed take no notice of the overdosing boy, because they too are high on meth. One shaking teen passes a meth pipe to another, while the voice over concludes "... but on meth, it is."

• Sisters - Two clean-cut teen girls approach three men in their 30s drinking beer next to a gas station. The older teen, appearing about 15, hesitantly propositions them: "Hey, guys... you can do anything you want to me, for fifty bucks." There is a pause. One of the men gestures to the younger, middle-school-aged girl, who looks frightened, and the man says, "Well, what about her?" The older teen looks aside, her face blank, and says, "Sure." A female voice-over says, "This isn't normal...", as the man who spoke pushes open the bathroom door. The camera cuts to the interior of the filthy bathroom as they enter. The girls' faces are now pocked and bleeding. The camera pans to the dirty bathroom mirror. We see the reflection of the mute, younger girl, standing terrified in the corner, as the man who requested her removes his coat. The other man reaches up to pull back the older girl's hair, as the voice-over says, "... but on meth, it is."

References

1. Montana State Office of Public Instruction Report
2. ^ The Meth Project Fact Sheet
3. ^ Pushing Back Against Meth: A Progress Report on the Fight
4. Methamphetamine in Montana: A Preliminary Report on Trends and Impact. January, 2007.
5. Methamphetamine in Montana A Follow-up Report on Trends and Progress. April, 2008.
6. ^ An expensive habit: State pledges $2 million to Montana Meth Project, Missoula Independent, 04/19/2007
7. Press Release - White House Cites Montana Meth Project as Model For The Nation
8. http://www.methproject.org/documents/Montana%20Meth%20Project%20MAM%20Release.pdf
9. http://www.methproject.org/documents/Helena%20IR%2021609.pdf

External links

• Montana Meth Project, Montana site. Newest ads are listed first.
• Meth Project Foundation, national site. Ads are listed from oldest to newest.

Press

• State's Largest Demonstration Captured in Meth Project Documentary Helena Independent Record, April 21, 2009

• Drug rehabilitation
• Methamphetamine