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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 Wyoming Meth Project was launched as a response to the state's critical methamphetamine problem. Meth use in Wyoming is considerably higher than the national average, and according to the U.S. Department of Justice, methamphetamine is the primary drug threat to Wyoming.1

The financial and social consequences of methamphetamine abuse in Wyoming are devastating. Meth use increases crime, costs millions of dollars in lost productivity, contributes to jail and prison populations, and is directly correlated to domestic violence and child abuse, adversely impacting families and children.2
  • Wyoming ranks #2 in the U.S. for Meth use by teens ages 12 to 173
  • Wyoming ranks #1 in the U.S. for Meth use by young adults ages 18 to 254
  • Wyoming ranks #1 in the U.S. for Meth use by those 12 and older, up from #13 in 20055
  • In 2007, 94% of Wyoming District Court drug offenders were convicted of Meth related crimes, up from 68% in 20056

The Campaign

Since June 2008, the Wyoming Meth Project has sustained a large-scale, statewide prevention campaign spanning TV, radio, billboards, high school newspapers and the Internet. This campaign has included:
  • 30,000 TV ads
  • 32,000 Radio ads
  • 336 Billboards
  • 1,000,000 Print impressions
  • 127,534,000 Online impressions

The Impact

Since its inception in Wyoming, the Meth Project's prevention program has demonstrated significant results in changing teen attitudes about Meth. According to the 2011 Wyoming Meth Use & Attitude Survey7:
  • 62% of teens now see "great risk" in trying Meth just once or twice, an increase of 9 points since the benchmark survey in 2008
  • Wyoming teens are now more aware of specific risks of Meth use. Increases in perceptions of "great risk" in trying Meth once were reported in all 14 risk areas, including:
    • Turning into someone they don't want to be (81%, up 13 points)
    • Getting hooked on Meth (81%, up 12 points)
    • Making their problems worse (79%, up 15 points)
    • Losing control of themselves (78%, up 14 points)
    • Suffering brain damage (75%, up 16 points)
    • Stealing (71%, up 18 points)
    • Having sex with someone they don't want to (71%, up 14 points)
    • Suffering tooth decay (70%, up 19 points)
  • 87% report the Wyoming Meth Project's ads show that Meth is more dangerous to try than they had originally thought
  • 91% 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 Wyoming Meth Project's ads
1 Department of Justice. "DEA Fact Sheet: Wyoming." 2008.
2 Ibid.
3 SAMHSA. National Survey on Drug Use and Health. 2006.
4 Ibid.
5 Ibid.
6 U.S. Attorney's Office. District of Wyoming FY07 Annual Report. 2007.
7 2011 Wyoming Meth Use & Attitudes Survey. October 2011.
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