Anti-meth ads hit home
Quantitative results have been appreciated from gritty American campaign.
The Montana Meth Campaign has released a new round of anti-meth ads in the face of news that its first round of ads, launched last February, has produced notable state-wide results in terms of awareness of the drug and its dangers. The new round will once more feature shocking television ads showing teenagers in harrowing straits as a result of using the drug.
Philanthropist Tom Siebel, who bankrolls the multi-million dollar campaign, says it may spread to other Mountain states in the future where meth is a growing problem, but for the moment the concentration will remain on the state of Montana where his organization has measured appreciable results.
The penetration of the ads into the teen market stood at 90%. Before-and-after surveys around the campaign showed several encouraging trends. Parents have become more likely to discuss the issue with their children; teenagers have become more likely to reject meth if it was made available to them, and more teenagers disapprove of the drug's general use. Across the board, the idea that meth is a dangerous drug gained more purchase.
" 'The ads were more effective than I thought,' " said Siebel, who attributed their success in part to their appeal to teenagers' vanity. Some showed graphic images of the physical effects of chronic use, like almost toothless "meth mouths".
" 'It is absolutely out of the closet once and for all. The ads are credible, they are effective and people are listening,' " Siebel claims.
Source: Marketing News, 05/15/05, "Gritty anti-meth ads prove to be effective"
AdEdge Location: Advertising Research/Power of Television
JessicaZ May'06
TVBBrief
Quantitative results have been appreciated from gritty American campaign.
The Montana Meth Campaign has released a new round of anti-meth ads in the face of news that its first round of ads, launched last February, has produced notable state-wide results in terms of awareness of the drug and its dangers. The new round will once more feature shocking television ads showing teenagers in harrowing straits as a result of using the drug.
Philanthropist Tom Siebel, who bankrolls the multi-million dollar campaign, says it may spread to other Mountain states in the future where meth is a growing problem, but for the moment the concentration will remain on the state of Montana where his organization has measured appreciable results.
The penetration of the ads into the teen market stood at 90%. Before-and-after surveys around the campaign showed several encouraging trends. Parents have become more likely to discuss the issue with their children; teenagers have become more likely to reject meth if it was made available to them, and more teenagers disapprove of the drug's general use. Across the board, the idea that meth is a dangerous drug gained more purchase.
" 'The ads were more effective than I thought,' " said Siebel, who attributed their success in part to their appeal to teenagers' vanity. Some showed graphic images of the physical effects of chronic use, like almost toothless "meth mouths".
" 'It is absolutely out of the closet once and for all. The ads are credible, they are effective and people are listening,' " Siebel claims.
Source: Marketing News, 05/15/05, "Gritty anti-meth ads prove to be effective"
AdEdge Location: Advertising Research/Power of Television
JessicaZ May'06
TVBBrief
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