METH IN HAWAII
Law enforcement officials, drug counselors, and state legislators agree—there has never been a drug as powerful, addictive, and quick to destroy lives and communities as methamphetamine. Meth is the top drug of choice and the #1 drug problem in Hawaii. The financial and social consequences of Meth abuse are devastating. Meth is increasingly gaining popularity among Hawaii's most vulnerable—teens and young adults.
- Hawaii Meth-related emergency room costs totaled $43 million in 20061
- Meth use among 10th graders in Hawaii has increased 87% from 2005 to 20072
- Hawaii ranks #3 nationally for Meth-related treatment admissions3
- Law enforcement cites Meth as #1 drug threat to Hawaii4
WHAT IS THE HAWAII METH PROJECT?
The Hawaii 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 Hawaii 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. Since the Project's launch, teen Meth use has declined 65% in Arizona5, 63% in Montana6, and 56% in Idaho7. Currently, six state affiliates in Colorado, Georgia, Hawaii, Idaho, Montana, and Wyoming implement the Meth Project prevention programs.
In Hawaii, where the program launched in 2009, young people's attitudes toward Meth are changing. Hawaii teens and young adults have come to view Meth as more dangerous and recognize the Hawaii Meth Project as a key source of information about the drug.
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 Hawaii 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.The Hawaii Meth Project focuses on four key program objectives:
- Increase Perceived Risk — “Using Meth, even once, can be extremely dangerous.”
- Decrease Perceived Benefit — “Meth causes more harm than the value of a temporary high.”
- Increase Parent-Child Discussions — “Talking with your family reinforces the anti-Meth message.”
- Increase Social Disapproval — “It’s not cool, smart, or productive to do Meth!”
RESEARCH-BASED MESSAGING CAMPAIGN
The Hawaii Meth Project conducts extensive statewide surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine in Hawaii. This research provides the foundation for Hawaii Meth Project's messaging and communication programs.
The Meth Project's campaigns are informed by six 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 Hawaii 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.
2 Center for Disease Control, Youth Risk Behavioral Surveillance System, 2007
3 SAMHSA, Treatment Episode Data Set, 2006
4 U.S. Department of Justice. Hawaii High Intensity Drug Trafficking Area Drug Market Analysis. 2011.
5 Arizona Criminal Justice Commission, Arizona Youth Survey. 2012.
6 Montana Office of Public Instruction. 2011 Montana Youth Risk Behavior Survey. 2012.
7 Centers for Disease Control. Youth Risk Behavior Survey. 2013.