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Results

Impact

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 recognized by the White House as one of the nation's most powerful and creative anti-drug programs.

The Problem

The Georgia Meth Project was launched as a response to the state's critical methamphetamine problem. According to the U.S. Drug Enforcement Administration, Atlanta is a strategic hub for methamphetamine and other drug trafficking by Mexican drug cartels. The widespread use of methamphetamine has had a devastating impact on Georgia's economy and communities.
  • Meth abuse costs Georgia an estimated $1.3 billion annually including expenses related to law enforcement, family and social services, treatment, and lost productivity1
  • 28% of teens see little or no risk in trying Meth2
  • One in five Georgia teens report that Meth is easy to get3
  • 56% of Georgia teens say their parents have never talked to them about Meth4
  • 42% of child endangerment cases in Georgia involve Meth5
  • More than 30% of Meth labs seized in Georgia are in homes with children6

The Campaign

Since March 2010, the Georgia Meth Project has sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, high school newspapers, and the Internet. This campaign has included:
  • 26,000 TV ads
  • 24,600 radio ads
  • 1,050,000 print impressions
  • 1,115 billboards
  • 417,1818,582 online impressions

The Impact

Since its inception in Georgia, the Meth Project's prevention program has demonstrated significant results in changing teen attitudes about Meth. According to the 2011 Georgia Meth Use & Attitude Survey7:
  • 52% of teens (up 11 points from the benchmark survey) now believe there is "great risk" in using Meth just once or twice.
  • Georgia teens are now more aware of specific effects of Meth use. Increases in perceptions of "great risk" in trying Meth just once or twice were reported in all 14 risk areas measured since the benchmark survey in 2010, including:
    • Getting hooked on Meth (77%, up 9 points from 68%)
    • Suffering tooth decay (62%, up 13 points from 49%)
    • Stealing (66%, up 11 points from 55%)
    • Having sex with someone they don't want to (66%, up 10 points from 56%)
    • Suffering brain damage (68%, up 7 points from 61%)
  • 78% of teens report the ads made them less likely to try or use Meth.
  • 90% of teens say that if their brother, sister, or a friend were thinking about trying Meth they would want them to see or hear one of the Georgia Meth Project's ads.
1 Estimate based on RAND Corp. The Economic Cost of Methamphetamine Use in the United States. February 2009.
2 2011 Georgia Meth Use & Attitudes Survey. June 2011.
3 2011 Georgia Meth Use & Attitudes Survey. June 2011.
4 2011 Georgia Meth Use & Attitudes Survey. June 2011.
5Applied Research Services. Statewide Meth Survey. 2006.
6 Applied Research Services. Statewide Meth Survey. 2006.
7 2011 Georgia Meth Use & Attitudes Survey. June 2011.
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