National Native American Anti-Meth Campaign
Meth use rates for American Indian/Native Alaskan populations
are the highest of any ethnicity – more than two times higher than
any other ethnic group (SAMHSA, 2007). In response, in 2007, the Office
of National Drug Control Policy’s (ONDCP’s) Media Campaign partnered
with the U.S. Department of Interior, the U.S. Department of Health
and Human Services, the Partnership for Drug-Free America and the National
Congress of American Indians to develop a new public awareness campaign
aimed at preventing methamphetamine use among Native Americans. Funding
for the research and development of the project was provided through
an interagency agreement between ONDCP, the U.S. Department of Interior’s
Bureau of Indian Affairs, and the U.S. Department of Health and Human
Services.
Building on Native American culture and pride, this was the first
ever national anti-meth advertising campaign implemented in Indian
Country and Native Alaskan lands. For youth, the advertising materials
have a unifying, empowering message – “There are lots of cool things
about being native. Meth isn’t one of them.” For adults and elders,
the materials encourage adults to take appropriate steps to protect
their children – “Talk to your kids about the dangers of meth. And
give them reasons to celebrate our culture.”
These historic print and radio advertisements were developed through comprehensive research and testing with members of the target audience across multiple American Indian and Native Alaskan communities. Focus group testing was conducted with teens, adults and elders on native lands in Alaska, Arizona, New Mexico and South Dakota. The research was conducted with help from the Native Wellness Institute (NWI) and the advertisements were developed by a Native-owned advertising agency, Alternative Marketing Solutions (AMS).
ONDCP is continuing its commitment to the Native American Anti-Meth
Campaign by providing additional funds for the development of two anti-meth
television PSAs targeting Native teens and adults/elders. The television
portion of the campaign includes two TV PSAs that focus on the importance
of positive activities and celebrating Native culture, with the direct
message that “We don’t need meth.” The TV PSAs will also be available
as free resources (Summer 2009). Once available, state and local
community coalitions are invited and encouraged to use the free print,
radio and TV PSAs as part of their own outreach activities, as well
as place the ads as pro bono advertisements in local media outlets
in their communities.
