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 Wyoming. The financial and social consequences of Meth abuse are devastating. Meth is increasingly gaining popularity among Wyoming's most vulnerable—teens and young adults.
- Wyoming ranks #1 in the U.S. for Meth use by those 12 and older1
- Wyoming ranks #2 in the U.S. for Meth use by teens ages 12 to 172
- In 2007, 94% of Wyoming District Court drug offenders were convicted of Meth related crimes, up from 68% in 20053
MISSION
WHAT IS THE WYOMING METH PROJECT?
The Wyoming Meth Project is a large-scale prevention program aimed at reducing first-time Meth use through public service messaging, public policy, and community outreach. Central to the program is a research-based marketing campaign that graphically communicates the risks of Meth use. The Meth Project has been repeatedly cited as a powerful private-sector response to a devastating social problem and was recently recognized by the White House as one of the nation's most effective prevention programs.
The Meth Project was conceived and founded by businessman Thomas M. Siebel. First launched in Montana as the Montana Meth Project, the program is focused solely on prevention. Since its inception in 2005, the Meth Project has achieved substantial results. Meth use among teens in Montana has declined by 45%, Meth-related crime has dropped 62%, and workers testing positive for Meth have declined by 72%, the largest drop in the country. The Meth Project has since expanded its programs into Arizona, Idaho, and Illinois.
APPROACH
The Meth Project's core message, Not Even Once, speaks directly to the highly addictive nature of Meth. 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 Wyoming Meth Project is to arm teens and young adults across the state with the facts about methamphetamine so that they can make well-informed decisions when presented with the opportunity to try it.
RESEARCH-BASED MESSAGING CAMPAIGN
The Wyoming Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine in Wyoming. This research provides the foundation for Wyoming Meth Project's messaging and communication programs.
The Wyoming Meth Project's research-based, high impact advertising graphically portrays the ravages of Meth use. The saturation-level campaign reaches 70-90% of teens statewide, 3-5 times a week with prevention messaging spanning TV, radio, billboards, newspapers, and the Internet.
The program, which has gained nationwide attention for its uncompromising approach and demonstrated impact, has won 40 awards, including 7 Gold Addy Awards, 2 Gold Effie Awards, and the Cannes Lion Award at the Cannes International Advertising Festival.
PUBLIC POLICY AND COMMUNITY ACTION
The Wyoming Meth Project activities increase awareness of the critical nature of the Meth problem, influencing and escalating public dialogue to find solutions. Coordinating closely with local, state, and federal agencies, the Wyoming Meth Project organizes a broad range of community outreach programs that mobilize communities across Wyoming to assist in Meth awareness and prevention activities.
1 SAMHSA. National Survey on Drug Use and Health. 2006.
2 SAMHSA. National Survey on Drug Use and Health. 2006.
3 U.S. Attorneyıs Office. District of Wyoming FY07 Annual Report. 2007.