Meth is POISON!Meth is POISON!• Meth is made from harsh and toxic chemicals– yet people mix together

materials like hydrochloric acid, acetone, lithium, red phosphorous, sulfuric acid, and pseudoephedrine and somehow think this drug won’t kill them.

Effect of Meth on the Brain

• Unbelievable high- focus and energy

• Releases so much dopamine that it impedes the body’s ability to produce dopamine naturally

• Addictive properties- cannot achieve the same high

Does Colorado Have a Meth Problem?• # 8 for past year Meth use by those 12 and above

• # 6 for Identity theft (estimated to be 65% Meth-related)

• 2007 Meth-related crime in Colorado was 56% above the national average

• 70% of Colorado counties report an increase in out of home placement due to Meth

• Nearly 75% of all Colorado Meth users in 2007 reported first using Meth before age 25, including 41% who started at 17 or younger

Sources: Substance Abuse and Mental Health Services, National Survey on Drug Use and Health. 2003-2006, 2007.Department of Health and Human Services, Treatment Episode Data Sets (TEDS) Highlights – 2006Two Surveys of U.S. Counties: The Criminal Effect of Meth on Communities, The Impact of Meth on Children, The Meth Epidemic in America, NACO, 2005ONDCP, Profile of Drug Indicators, State of Colorado, 2008Consumer Fraud and Identity Theft Complaint Data, Federal Trade Commission, 2006The Meth Epidemic in America: Two Surveys of U.S. Counties: The Criminal Effect of Meth on Communities, The Impact of Meth on Children, NACO, 2005Colorado Division of Behavioral Health, 2007 Age of first use by Meth users, 2008.

RAND Cost of Meth Study

Meth Abuse Costs the U.S. $23.4 Billion

• RAND Study• First comprehensive analysis of annual economic

burden of Meth abuse to the U.S.

• Meth places a significant and disproportionate burden on both individuals and society compared to other illicit drugs

• $23 billion spent on treatment, healthcare, and fosters care services, as well as the costs of crime and lost productivity

• Estimated Annual Cost of Meth to Colorado $1.4 Billion

The Meth Project

• A Large-scale Exercise in Prevention• Pervasive research-based messaging and education campaign• Broad community action and public outreach• Participate in public policy initiatives at federal and state levels

• Program Objectives • Significantly reduce methamphetamine use• Dramatically raise level of dialogue

• Demographic Focus

• Teens (12-17)• Young Adults• Parents of Teens

Focus on Prevention

• Critical approaches to the Meth Problem

• Supply intervention

• Precursor control

• Treatment

• Counseling

• Law enforcement

• We are focused solely upon prevention

Research-based Campaign

• Quantitative Research• Statewide Use & Attitudes Surveys

• Third-party Research

• Qualitative Research• Hundreds of Hours of In-depth Interviews

• Focus Group Research

• Hundreds of Concepts Developed and Tested

2009 Colorado Meth Use & Attitudes Survey

• 36% of Colorado’s young adults say meth would be easy to acquire and 32% have been offered the drug

• 36% of Colorado’s youth believe Meth will help with weight loss and 25% believe Meth increases energy

• 1 in 5 teens do NOT see great risk in using Meth once or twice

Source: GfK Roper, Colorado Meth Use & Attitudes Survey 2009

‘Not Even Once’ Campaign Objectives

• Increase Perceived Risk

• Decrease Perceived Benefit

• Increase Parent-Child Discussions

• Reduce Social Acceptance of Meth Use

Saturation-Level Advertising

• First wave of messaging campaign

• Reaching 2.4 million Coloradans

• 90% of teens have seen ads an average of 11 times per calendar quarter

• 96% of adults(18-49) have seen ads an average of 18 times

• 160 million total impressions

Role of Public Messaging Campaign

• Approach: raised awareness through visual advertising that enables focus on response of Colorado communities

• Drive Collaborative Community Outreach and Youth Action

Community Outreach- “Not Even Once” Weeks

•Concentrated, week-long community-wide teen prevention activities around state

• Elevate dialogue and drive awareness

• Collaborate with local community agencies

•Youth curriculum delivery• Boys & Girls Clubs & youth-

serving agencies• Schools

•Culminating community event•Sustained messaging campaign

“Not Even Once” Weeks

2009 locations• Moffat County• Durango/Ignacio• Brighton• Park County

2010 planned locations• Larimer County• Mesa County• Montrose County• Delta County• Weld County• Pueblo County• El Paso County• Metro-Denver• Alamosa County

Weld County- “Not Even Once” Week- Sept. 2010• School & Youth-Serving Agency “Not Even Once” Curriculum

• 3-lesson curriculum for youth-serving agencies (e.g. Boys & Girls Clubs) and adaptation for middle/high schools in classrooms or assemblies

• 2010 Weld County Graffiti Mural Project• Teams of at-risk youth and middle/high school art students

• Collaboration with Weld Co. Sheriff’s Office and Youth & Family Connections

• Theme: Making healthy choices about substance abuse

• April/May: Team recruitment

• June: full-day training & teambuilding session with “Not Even Once” presentation to all participants

• September: CMP sponsorship of major summer concert event in N. Colo. with radio station partner (4,000 teens attending)

• Continued “Not Even Once” Public Messaging Campaign• Raised level of editorial coverage to complement media buy

Results in Montana

• Montana now ranks #39 in the nation for Meth abuse, down from #5

• Adult Meth use has declined 72%

• Teen Meth use has declined 63%

• Meth-related crimes have decreased by 62%

Sources: Office of National Drug Control Policy. Pushing Back Against Meth:  A Progress Report on the Fight Against Methamphetamine in the United States . November 2006.Montana Attorney General, Mike McGrath. Methamphetamine in Montana: Trends and Impact. January 2008.Montana Office of Public Instruction, 2007 Montana Youth Risk Behavior Survey. September 2007. 2009 Montana Youth Risk Behavior Survey, September 2009.

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

Sources: Montana Office of Public Instruction, 2007 Montana Youth Risk Behavior Survey. September 2007U. S. Department of Health and Human Services, 2007 National Survey on Drug Use and Health, September 2007.

45% Decrease in Teen Meth Use (CDC’s YRBS Survey & National Survey on Drug Use and Health)

Montana National Average

2005

2007

8.3%

4.6%

45% Decrease

5.2%

5.8%

12% Increase

Decrease in Meth-related CrimeArrests Involving Meth in Montana

62% Decrease

Source: Montana Attorney General, Mike McGrath. Methamphetamine in Montana:  A Follow-up Report on Trends and Progress. April 2008

1,043

1,259

753

473

0

200

400

600

800

1000

1200

1400

2004 2005 2006 2007

Arizona Results

• Teen Meth Use declined by more than 50%

• 65% reduction in 10th grade past month Meth use

• 60% reduction in 8th grade past month Meth use

• 54% reduction in 8th grade lifetime Meth use

• Changes in attitudes toward Meth from 2007 to 2008:

• 78% of teens say the ads “helped them understand you can’t try Meth even once

• 86% of parents have spoken to their teen about Meth; 52% say an ad prompted their conversation

Sources: Arizona Youth Survey, October 2008; Roper, Arizona Meth Use & Attitudes Survey, 2008.

Colorado Meth Project Leadership

• Board of Directors

• Geoff Blue (Chair) – Colorado Deputy Attorney General

• John Suthers – Colorado Attorney General

• Tim Brown – NRC Broadcasting

• Barb Danbom – Daniels Fund

• Sally Rippey – Adolph Coors Foundation

• Executive Director

• Kent MacLennan

• Advisory Council

The Need for Support

• Colorado Meth Project’s annual budget: $4.5 million

• Primarily privately funded through foundations, corporations, individuals and through in-kind media support

• How you can help• Individual Contributions• Support through your company and your professional network• Open doors for media partnerships• Create additional opportunities for exposure and funding• Serve as a volunteer through local community events or

presentations• Encourage involvement of young people through presentations

and activities

Questions?

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