Nov 14, 2011

Meth Project goes digital

The Meth Project announced the launch of a new integrated campaign to reduce methamphetamine use.  Central to the campaign is—an  encyclopedic online source of information about Meth for teens—supported by new television, radio,  print, online, mobile, and social media campaigns. A web-centric social network built around the theme  “Ask,” the campaign challenges teens to consider what they know about Meth, and  equips them with facts, tools, and resources to understand the risks of the drug and to influence their peers.

Designed to spark exploration and engagement, brings to life the breadth of research on  the subject in a way that is highly interactive and accessible to young people. For instance, teens can 
take a normal beating heart to Meth-induced heart attack in the simulation “Heart in Overdrive,” learn 
how Meth rapidly changes a user’s appearance by pairing before and after photos in “Mug Shot Matchup,” dose a healthy brain with Meth to watch its effects, or experiment with the drug’s ingredients to see 
which ones explode or emit toxic gas.  Personal stories from users are told through videos, rich animations, and drawings as teens describe their experiences with Meth in poignant detail. also serves as a platform for teens to connect and share.  In the “Speak Up” section of 
the site, teens can post their own messages about Meth through artwork, videos, stories, and photos, as 
well as comment on other teen submissions.  “Take Action” provides ways for teens to get involved to 
prevent Meth use or find help, and showcases teen-led community action programs across the country.

Four Studio AKA Directors all took on the creation of Six films for the project by concentrating on personal stories by users. Uncompromising & uncomfortable to watch, each of the films has its own style, reflecting the personal recollections of addicts. In addition to these thought-provoking films, there are a series of stand alone Illustrations to accompany other stories of addiction & Radio audios that will be viewable on the Meth Project website.

Advertising Agency: Organic, USA
Chief Creative Officer: Conor Brady
Executive Creative Director: Brad Mancuso
Creative Director: Urs Ross
Associate Creative Director: Jola Hyjek
Art Directors: Tyler WarrenderMark Butorac
Copywriters: Fred AbercrombieBrian PikeLauren Tyrrell
Designer: David Paslay
Motion Design: Lorena Pazimo, Michael Whiteside, Bert Tam
Executive Producers: LauraLe WunschTom Hillebrand
Account Team: Andy McKinney, Jamie Shiembob
Group Director, Technology: Tom Tully
Technology Director: Dale Gillespie
Rich Media Architect: Jordan Gray, Clayton Gibb
Web Developers: Margaret Beck, Robert Watzke
Design & Animation: Studio AKA
Directors: Steve SmallKristian AndrewsGrant Orchard
Illustration: Margot Tsakiri-Scanatovits, Eamonn O'Neill, Gemma Mortlock, 
Cristobal Infante, Kristian Andrews
Animation: Margot Tsakiri-Scanatovits, Eamonn O'Neill, Kristian Andrews, 
Phil Warner, Eamonn O'Neill, Grant Orchard, David Prosser, Steve Small
Executive Producer: Sharon Titmarsh
Sound Design: Jeremiah Moore
Mix: Mark Pitchford, M Squared Studios

About the Meth Project
The Meth Project is a national non-profit organization headquartered in Palo Alto, California, aimed at 
significantly reducing Meth use through public service messaging, public policy, and community 
outreach.  Central to its integrated campaign is—a definitive source for information 
about Meth for teens.  The Montana Meth Project, Arizona Meth Project, Idaho Meth Project, Illinois 
Meth Project, Wyoming Meth Project, Colorado Meth Project, Hawaii Meth Project, Georgia Meth 
Project, and other state affiliates implement the Meth Project prevention programs in their respective 
states. The Meth Project is funded by a grant from the Thomas and Stacey Siebel Foundation.

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