National Native American Anti-Meth Campaign
According to national data, meth use rates for American Indian/Alaska Native populations remain among the highest of any ethnicity—almost two times higher than other groups, according to the 2008 National Survey on Drug Use and Health. In response, the Office of National Drug Control Policy's (ONDCP's) Media Campaign continues to dedicate a portion of its funding to a paid awareness campaign aimed at preventing methamphetamine use among Native Americans.
Originally designed as a print and radio public service campaign in 2007 with source funding from ONDCP, the U.S. Department of Interior's Bureau of Indian Affairs, and the U.S. Department of Health and Human Services, the Native American Anti-Meth Campaign has continued to evolve. With the help of the Partnership for Drug-Free America and the National Congress of American Indians, the Campaign now includes Native-targeted anti-meth television ads to complement the print and radio work.
The advertising builds on Native American culture and pride and is the only national anti-meth advertising campaign targeting 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."
The 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).
