I’m not naive enough to believe that the “war on drugs” is anymore winnable than this country’s ludicrous “war on terror”, but those who know me, know that I hate drugs… So, I was happy to learn that, facing a huge meth-amphetamine problem, an organization backed by corporations called The Montana Meth Project has sprung to life and made a seriously concerted effort to dissuade Montana’s youth from using meth.
Yep… You read that one correctly. I’m usually not one to give corporations much credit since they are usually happy to ignore civic responsibility if it will increase the bottom line for their shareholders, but in this case, a group of them have seriously stepped up to the plate, and are attempting to make a real difference.
Using some pretty hard-core TV, radio, and billboard ads, the Montana Meth Project is trying to keep kids off meth by putting the consequences of addiction right in front of their faces. They’ve realized that the usual anti-drug image of police officers droning on about jail time and fines if you are caught with drugs only reinforces the “us against them” attitude and often turns kids towards drugs rather than away from them. By instead focusing on the much more real and humanistic repercussions of drug addiction, they are hoping that Montana’s youth will avoid meth not to simply doge a meaningless fine, but to avoid screwing up their lives.
I, for one, think this is a great idea, and hold myself as an example of why it will work. I have little to no respect for the law, but I do have respect for my own life, health, and well-being. It is for these reasons alone that I have never tried drugs. Let’s hope Montana’s kids find these messages compelling.