WHAT IS THE COLORADO METH PROJECT?

The Colorado Meth Project is a large-scale prevention program aimed at reducing Meth use through public service messaging, public policy, and community outreach. Founded by the Thomas and Stacey Siebel Foundation, the Colorado Meth Project is a private-sector response to a critical public health issue. The Meth Project has been cited by the White House as one of the most effective prevention programs and a model for the nation.

Central to the integrated, research-based campaign is MethProject.org, a definitive source for information about Meth for teens. MethProject.org is supported by hard-hitting television, radio, print, online, mobile, and social media campaigns that communicate the risks of Meth use.

The Meth Project has been credited with significant declines in Meth use, and was named the 3rd most effective philanthropy in the world by Barron's. In Colorado, teen meth use dropped 57% in Denver from 2008-2011¹ and was cut in half in Adams County between 2010-2012.² Currently, six state affiliates in Colorado, Georgia, Hawaii, Idaho, Montana, and Wyoming implement the Meth Project prevention programs.

APPROACH

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 Colorado 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.

1. Increase Perceived Risk — “Using Meth, even once, can be extremely dangerous.”
2. Decrease Perceived Benefit — “Meth causes more harm than the value of a temporary high.”
3. Increase Parent-Child and Peer Dialogue — “Talking with your family and friends reinforces the anti-Meth message.”
4. Increase Social Disapproval — “It’s not cool, smart, or productive to do Meth!”

RESEARCH-BASED MESSAGING CAMPAIGN

The Colorado Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine in Colorado. This research provides the foundation for Colorado Meth Project's messaging and communication programs.

The Meth Project's campaigns are informed by more than ten years of extensive quantitative and qualitative research with prevention experts and more than 50,000 teens and young adults through 60 national and statewide surveys, and 112 focus groups and have been developed in consultation with top experts in research, prevention, treatment, advertising, and digital media.

The Colorado Meth Project's integrated campaign is designed to reduce Meth use by educating teens, early and often, about the risks of the drug. The centerpiece of its research-based campaign is MethProject.org, a definitive source for information about Meth for teens. Through an immersive multimedia experience, MethProject.org addresses teens' most frequently asked questions about the physical, mental, and social impacts of Meth. MethProject.org is supported by hard-hitting television, radio, print, online, mobile, and social media campaigns that graphically communicate the risks of Meth use.

The Meth Project's campaigns have been cited for their uncompromising approach and demonstrated impact, having won 50 awards, including 11 Gold ADDY Awards, 19 Silver ADDY Awards, 2 Gold Effie Awards, and the Cannes Lions Award at the Cannes International Advertising Festival.