Advertising Creative Fact Sheet

The Advertising Campaign
The “Me Not Meth” $5.3 million advertising campaign is part of the California Methamphetamine Initiative created by the California Department of Alcohol and Drug Programs (ADP) to prevent methamphetamine use across the state. The first phase of the advertising campaign is targeted at gay, bisexual, and other men who have sex with men (G/B/MSM), to prevent them from trying methamphetamine and encourage those who have tried it, to stop their use. The advertising campaign has been tested extensively among the target audience through formative message testing focus groups, quantitative ad testing, and one-on-one interviews. Research found that a personal appeal from someone who has lost important things in his life is the most persuasive way to engage the G/B/MSM community, and the ads seek to make that personal connection.

Television Spot
The 30-second TV ad depicts four different men talking directly to the viewer through a Web camera, talking about the things they have lost as a result of their methamphetamine abuse. The men in the ad are relatable, they don’t make unrealistic claims about the drug’s effects, and they don’t talk down to the viewer. This research-based approach connects with viewers on an emotional level and provides a more realistic and negative view of methamphetamine’s dangers. The TV ad was directed by award-winning motion picture director Joel Schumacher, who directed films such as Batman Forever, Veronica Guerin and St. Elmo’s Fire. The TV spot will air throughout the day on California cable stations and syndicated programs starting March 17 through September 2008. Click here to view TV commercial.

Print/Outdoor Ads
The print and outdoor ads use emotionally charged photographs of relatable men to bring home the point that using or abusing meth results in tremendous personal loss. The outdoor ads will be featured on billboards and buses in California’s largest cities -- Los Angeles, San Francisco, San Diego, Sacramento, and Palm Springs. The print and online ads will appear in gay-focused publications throughout California. Posters will appear outside of bathroom stalls in gay bars, nightclubs, and health clubs. There will also be mobile billboards at major gay pride and circuit parties. Click here to download hi-res PDFs of the print ads.

Other advertising collaterals include coasters which will be distributed at bars and nightclubs. The ads were developed by GMMB, Better World Advertising and Anita Santiago Advertising. The research, which informed the ad campaign, was conducted by Lake Research Partners, a prominent issue research firm focusing on health issues.