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NEW STATES ADOPT METH PROJECT
Following the Meth Project’s success inMontana, several states have adopted the program in an eort to reduce rst-timeMeth use. The Arizona Meth Project,which launched ollowing Montana in April2007, has shown signicant progress andrecently released its second
 Arizona MethUse & Attitudes Survey,
which measureschanges in attitudes and behaviors towardmethamphetamine.This year, the Meth Project expandedits programs, including the Idaho MethProject in January; the Illinois Meth Project,targeting the Springeld, Decatur, andChampaign regions, in February; and the Wyoming Meth Project in June. Other stateswill be launching later this year.
THE DANIELS FUND INVESTS TOEXPAND THE METH PROJECT
The Daniels Fund provided generoussupport to assist in the development o the Wyoming Meth Project with a grantawarded in February 2008 and is nowspearheading the eort to bring the projectto Colorado. Operating the Daniels FundGrants Program in Colorado, New Mexico,Utah, and Wyoming, the Daniels Fundwas established in 1997 by Bill Daniels, a pioneer in cable television known or hiskindness and generosity to those in need.The Daniels Fund partners withorganizations that ensure youth andadults with alcohol and substance abusechallenges achieve stability by supporting prevention, treatment, and ater-careservices. The research-based Meth prevention messaging campaign o theMeth Project is well aligned with the DanielsFund’s eort to reach out, and work closelywith, communities, organizations, andindividuals to maximize impact.Linda Childears, President and CEO o theDaniels Fund, described their support orthe Meth Project. “In our initial meetingwith Tom Siebel, Founder and Chairmano the Meth Project, it was clear that ourstrategic ocus and the Meth Project’sdelivery o a large scale Meth preventionmessaging campaign ocused on teenswere well aligned.”
PROGRESS UPDATE.
“As a parent of two kids, I wanted to tell youhow much I appreciate the work you do. When we see an ad on TV, or the billboards, it opensan opportunity for a conversation aboutdrugs. We’ve had a lot of them, sometimesin depth and sometimes just about the ad.”– Martha, Montana parent
 
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MethProject.org
SUMMER ’08
THE METH PROJECT
Progress Update 1Community Outreach and Federal Support 2New Meth Project Advertising Campaign 3
ARIZONA METH PROJECT
 
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IDAHO METH PROJECT
 
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ILLINOIS METH PROJECT
 
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MONTANA METH PROJECT
 
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WYOMING METH PROJECT
 
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PICKING FOR BUGS
 The eth Project 
LEAVING A FRIEND
The Meth Project is an initiative of the Siebel Foundation
 
SENATE FINANCE COMMITTEE HOSTSMETH PROJECT
Leaders o the Meth Project states, includingIdaho First Lady Lori Otter and Idaho Oce o Drug Policy Director Debbie Field, met withtheir congressional delegations in March.In September, Meth Project Founder TomSiebel was invited to testiy beore the SenateFinance Committee. Siebel was invited tobrie the committee about the impact o theMeth Project’s prevention campaign in thestate o Montana—where the Meth Projectimplemented its rst statewide program.Committee members called on theircolleagues to address the national Methepidemic by expanding the Meth Project’s prevention campaign to other states acrossthe country. Montana Senator Max Baucus,Chairman o the Senate Finance Committee,applauded the Project’s success in his state,stating “the Meth Project has been extremelyeective in raising awareness about thedevastating impact o this drug. We have seenremarkable changes in Montana as a result o the Meth Project—ewer teens and adults areusing the drug and Meth-related crime is downconsiderably. Other states will certainly benetrom the Meth Project’s prevention program,and I commend Mr. Siebel or his commitmentto this issue. I call on my colleagues to makeresources available to implement the MethProject program nationally.”
IDAHO FIRST LADY LORI OTTERTESTIFIES BEFORE CONGRESS
On April 2, Idaho First Lady Lori Otter testiedbeore Congress, touting the success o theProject. Members o the House AppropriationsSubcommittee o Commerce, Justice, Scienceand Related Agencies armed the need todirect signicant ederal unding to supportcurrent and new Meth Project programs instates across the nation. In her testimonial,Otter outlined the damage that Meth causesin Idaho and the eectiveness o the programto ght the drug. “[The Meth Project’s] resultsin Montana have been more signicant thanany drug prevention program in history, andI believe we are on a path to see the samebenets in Idaho. On behal o the citizens o Idaho, as well as the 38 state leaders who arereaching out to the Meth Project or an answerto devastating Meth abuse, I sincerely hopethat Congress will respond to this challenge,”Otter said.
COMMUNITY OUTREACH AND FEDERAL SUPPORT
METH PROJECT DVD: NOW AVAILABLE
The Meth Project is pleased to announcethe release o a new program overview DVDcontaining the Meth Project ads, interviewswith state leaders, and remarks by MethProject Founder Tom Siebel. The DVD alsocontains “Montana Meth,” a documentarylm that takes an unfinching look at thedebilitating impact o methamphetamine use.To obtain a copy o the DVD, please make a$50 donation at www.methproject.org.
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ADVERTISING AWARDS: METH PROJECT EARNS INDUSTRY’S TOP HONORS
The Meth Project earned internationally recognized awards or its preventionadvertising campaign in the past year, including the prestigious Bronze Lion Awardat the 54th Annual Cannes International Advertising Festival in Cannes, France. Othernotable honors to date include seven Gold ADDY awards, 18 Silver Addy Awards, twoGold Ee awards, and seven AdCritic.com “Top Ten” Awards or the best ads in theU.S. The campaign was also a nalist or the coveted Grand Ee award, alongsidesuch notable brands as Apple, Philips Norelco, and American Express.
IMPACTAFTER THE FIRST 2 YEARS OF THE METH PROJECT IN MONTANA:
• Montana now ranks #39 in the nation for Methabuse, down from # 5• Teen Meth use has declined by 45%• Adult Meth use has declined by 72%• Meth-related crime has decreased 62%
methproject.org
 
In April, the Meth Projectunveiled its newest advertisingcampaign, including a serieso television ads directed bycritically acclaimed lmmaker Alejandro González Iñárritu,the Oscar-nominated directorand producer whose worksinclude “Babel,” “21 Grams,”and “Amores Perros.” The ads,which launched in Montana,are designed to communicatethe consequences o Meth useon individuals, their riends,and amilies. The 30-secondtelevision ads oer a look intothe dark world o teen Methaddiction. Built around thetheme, “This isn’t normal, buton Meth it is,” the ads presentgraphic and oten uncomortable views o how Meth can driveusers to abhorrent and even violent behavior.In one ad, two teenage girls sellthemselves to a group o youngmen or money to buy Meth. Another ocuses on addictsbreaking into a house to supporttheir Meth habit, and the lasteatures a teen suering roman overdose, lying at the eet o riends who are smoking Meth.In addition to the three televisionads directed by Iñárritu, 4 printads and 9 radio ads will reach
at least 80% of Montana teens
three times each week.The new advertising campaignis the ourth in an award-winningseries launched by the MethProject. To assure maximumimpact, each campaign isresearch-based and is careullytested with the Project’s targetaudience—teens. The ads canbe viewed at www.methproject.org/ads, and will be aired inother states, including Arizona,Idaho, Illinois, and Wyoming at alater date.
NEW METH PROJECT ADVERTISING CAMPAIGN:DIRECTED BYOSCAR-NOMINATED FILMMAKER ALEJANDRO GONZÁLEZ IÑÁRRITU
NEW UCLA “METH INSIDE OUT”DVD SHOWS IMPACT OF METH USEON THE BRAIN
UCLA Integrated Substance AbusePrograms, a leading research institutionon the topic o methamphetamine, andEyes o the World Media Group jointly produced a video-based treatmentcurriculum on methamphetamineaddiction and recovery, with supportrom the Meth Project. The series isdesigned to equip Meth users, theiramilies, and the proessionals whoassist them with a solid understandingo the biological basis o addiction andeective tools or recovery. “Meth InsideOut: Brain and Behavior” equips viewerswith an understanding o how Methchanges the brain and, consequently,behavior. 3D animations, accessibleexplanations, and personal accountshelp viewers understand complexscientic concepts. To obtain a copy o the DVD, visit www.methinsideout.com
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Oscar-nominated director Alejandro González Iñárritu directed the new Meth Project TV ads.Visit www.methproject.org/ads 
The Meth Project has been eatured in over1,500 news stories and 300 million mediaimpressions, including several news eaturesand publications, in the past year. In August2007, PBS NOW eatured the MontanaMeth Project in its “Enterprising Ideas”series, which highlights the world’s leadingsocial entrepreneurs and how they areusing business tools to tackle major social problems. The show ocused on the MethProject’s successul marketing techniques in“unselling” Meth to teens in Montana. Theepisode was well received, and PBS NOWollowed up in May 2008 with a eature onthe expansion o the Meth Project into Idaho,highlighting the successes o the program inthe state. ABC News reported on the Meth Project intwo o its news segments, ABC Nightline and ABC World News Tonight, which exploredmethamphetamine use in Montana and howthe Meth Project has made an impact inreducing its prevalence in the state. The MethProject was also eatured as part o a CBSNews (Silicon Valley) Special Report series,“The Meth Epidemic.”Numerous magazines have reported on theMeth Project, including the Stanord SocialInnovation Review, Philanthropy Magazine,GOOD Magazine, and the Economist. All press coverage can be ound on the MethProject’s website at www.methproject.org.
METH PROJECT IN THE NEWS
methproject.org
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