Montana Meth Project - Effectiveness of The Ads

Effectiveness of The Ads

A new study was published in the Journal of Marketing Research validating the effectiveness of the Meth Project’s advertising in deterring substance abuse. The study was authored by researchers at the W. P. Carey School of Business at Arizona State University.

The researchers tested the effectiveness of several advertisements—including the Meth Project’s—and found that ads that relied on fear alone to convey their message did not lead to immediate changes in attitudes or behavior. However, according to the study, the Meth Project ads that incorporated an element of “disgust,” such as rotting teeth, skin sores or infections, did compel viewers to “undertake distancing behaviors,” such as deciding not to use illegal drugs.

The study concludes that, "notably, the disgust and fear appeal condition in this study used an actual advertisement from the Montana Meth Project, a nationally recognized, award-winning program that uses high-impact advertising to reduce methamphetamine use . . . It was only the disgust-inducing fear appeal that significantly reduced future drug use, making it more effective in terms of persuasion and compliance.”

While the effectiveness of the campaign at reducing methamphetamine use is disputed, in 2010, the Meth Project was named the third most effective philanthropy in the world, up from #5 in 2009 on Barron's yearly rankings. In its efforts to effectively reach teens and change attitudes and behaviors toward meth, the MMP regularly conducts focus group research to refine its messaging and better understand how to connect with the state's youth. HBO has also partnered with the MMP on a documentary as part of its Addiction series.

Two surveys have been conducted that have investigated methamphetamine use amongst teenagers in Montana before and after the launch of the Meth Project's ads. The first survey is the CDC's youth risk behavior survey (YBRS). The YRBS data are listed below.

YRBS Data - Percentage of Montana Teens who have EVER used meth:

The YRBS data indicates that teenage meth use in Montana has declined since the Meth Project’s ad campaign was launched in 2005. The absolute drop in meth use since the ad campaign was introduced in 2005 is 5.2% - larger than any prior four-year period. However, the YRBS data also shows that meth use was dropping for at least 6 years prior to the launch of the ad campaign.

The other survey of teen meth use has been conducted by the Meth Project. The data from the Meth Project's survey are listed below.

According to the MMP's figures, before the ad campaign (2005), only 2% of teenagers had ever used meth. Six months after the launch of the ad campaign (2006), 6% reported using meth. In contrast to the YRBS data, the MMP's figures indicate that the percentage of teenagers using meth in Montana increased following the launch of the ad campaign. By 2008, 3% of teenagers reported using meth, still more than before the ad campaign commenced. However, the 2005 and 2006 MMP figures were based on un-weighted data that was tabulated from a total of 329 and 419 survey participants, respectively. In contrast, the 2007 and 2008 MMP data was weighted and compiled from 2,335 and 2,334 participants, respectively.

In press materials, the Meth Project commonly cites YRBS figure of a 45% decrease in meth use between 2005 and 2007. However the absolute drop for the period was 3.7%. In contrast, the Meth Project's own data for the same period show a 2% absolute increase in meth use, or a 100% relative increase. The 2009 YRBS results for Montana showed meth use declining an additional 32% to 3.1%, or a total reduction of 62%.

According to a 2007 Montana State Office of Public Instruction Report, since the inception of the program in 2005, there has also been a 72% relative decrease in adult methamphetamine use, and a 62% relative decline in methamphetamine-related crimes. Additionally, the percentage of teenagers who are aware of meth’s dangers increased from 25% to 93%, and Montana’s ranking among U.S. states in meth abuse fell from #5 to #39.