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Richard Piatt Reporting It's a shocking way to make a point about meth. Will what works in Montana work in Utah?
The Montana Meth Project has been airing a series of graphic anti-meth ads on TV and radio for months. The awareness campaign is shocking, but effective. Effective enough to get Governor Huntsman's attention.
We'll be honest: You may not like what you see in the ads. But a gritty, graphic, even gross message about what meth can do to your life seems to be working in Montana. And it might work here.
TV Ad/ Montana Meth Project: "I'm going to try meth just once (throwing up)."
You're right. It's terrible to watch. But the Governor believes fighting meth abuse is a tough battle. And in Utah, meth is taking a toll in countless ways.
Carol Sisco, Division of Family Services: It's a seductive drug. They get on it. They think they can do everything, move faster-- briefly. They get on it, they forget about their children."
In Montana, these graphic ads have drastically boosted awareness of meth's downside, things like compulsive behavior. Desperate behavior, all for a few bucks in order to buy more meth.
Since Montana's Meth Project ads started running on TV, radio and billboards, 90 per cent of young people say they've seen them. Eighty per cent say it convinced them not to try it.
In Utah, more people entering drug treatment go in for meth addiction than ever before. Young women are especially at risk: 57 per cent entering treatment also have children.
For the Governor, it's all about results. Utah's ads may not end up being quite as graphic. But he likes the results they're producing in Montana.
Governor Huntsman: "When you look at models of awareness that exist around the country, clearly Montana has done a better job than anyone else."
The Governor is planning a meeting with the leader of Montana's Meth Project for ideas. He's serious about awareness and prevention becoming a bigger part of the battle against this highly addictive drug.
