Several years ago, the State of Montana, through the help of a concerned rancher, founded the Montana Meth Project to help educate teens and reduce the number of people using/trying meth. To accomplish this, they began to using a variety of graphic and blunt television and billboard advertisements to get out their message. These ads are similar to those that New York State uses in it's anti-smoking campaign. You can view the meth ads here:
http://www.montanameth.org/View_Ads/index.php
This public health campaign is a good example of one that uses the Health Belief Model that we discussed in class. The rememberable graphic ads, which at times can break social taboos, help to increase the precieved susceptibility and severity of the meth problem, which in turn can lead to the desired behavior changes. According to the 'About Us' section of their website, the Montana Meth Project sees and approaches the problem as a "consumer products marketing problem." In order to combat this problem, the Meth Project has used a variety of techniques that incorporate the media. Mostly, they make use of graphic radio and TV advertising (which rely heavily on personal accounts and are influenced from imput from local teenagers), but are also working on an HBO documentary on the meth problem. This campaign makes use of many of the topics we've discussed so far in class and has been very effective across Montana.
Thursday, March 6, 2008
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Another interesting dimension to the anti-smoking and anti-drug campaigns on television can be seen with some of the new products such as the nicotine patch designed to help smokers quit. While these ads highlight the detrimental health effects of smoking or drugs, and predominantly utilize the health belief model and social cognition theory they don't necessarily provide an effective means of quitting for those who have already started. I am attaching the link to an article published by researchers at Cornell from last year suggesting that "The more magazine ads smokers see for the nicotine patch and other quit-smoking aids, the more likely they are to try to quit smoking and be successful -- even without buying the products". Do these ads serve the same role as anti-drug campaigns seen on tv or does the fact that they are trying to sell a product make them drastically different?
http://www.sciencedaily.com/releases/2007/07/070723160147.htm
This is another example of a very powerful public health campaign displayed through advertisements and short video clips. Each of the advertisements (Boyfriend, Parents, Friends, etc.) are emotionally charged and, therefore, "entertaining". As outlined and contrasted in class though, does this mean that the priorities of the media rather than those of the public health field are the focus? While the ads are entertaining and persuasive, characteristics of the media, don't they also attempt to change society and address societal concerns, which are two goals within the public health field?
I think this campaign shows that media and public health agendas are not in stark opposition. Through this media persuasion, the organization is trying to educate about the behavioral and social risks of meth use. I knew nothing about this campaign before, but find it very effective. I think these campaigners recognized that the relationship between the media and the public health field is mutually beneficial. A fiscal profit for the media is a chance to raise awareness about the effects and implications of even one time meth use.
These were seriously scary ads, and were very effective. The videos were really graphic. To get their message across as bluntly as possible, some of the ads included the subject before they tried meth and once they became addicted. As some people have already mentioned, they especially had the "perceived severity" aspect of the health belief model. I think it was good how the ads focused on people saying, "I'm just going to try meth once." Meth is somewhat of a problem in poorer areas of my hometown, and I know I've seen commercials about how even one time can ruin your life.
I agree with the individuals that commentated above me, and I was struck by the graphic nature of the anti-meth advertisements. I was certainly not aware of the rampant (well, prior to this campaign) methamphetamine use in Montana. I usually associate Montana with pastoral fields and outdoorsy, all-American family type events. Thus, the image of scarred meth addicts certainly left a mark on my conscience.
While this site was very informative, it focused more on preventing first-time meth users, rather than focusing on those already addicted (a key distinction between this campaign and the anti-smoking campaign in New York). One of the noticeable aspects of this site was the phrase “not even once” – an eerie statement reminding everyone just how addictive this drug is (more than Heroin according to this site). I wonder if this is because meth has such a powerful effect, most of those who use it become addicted, are currently in prison, or were in such dire need of medical attention that they have received rehabilitation treatment.
Talk about breaking social taboos. As a form of media, this definitely persuaded, reflected a section of society to which it was geared to, and delivered salient information. From the public health perspective, it really did educate, address societal concerns as well as provide a glimpse into understanding this complex addiction. Using the Health Belief Model, the ad does an excellent job addressing the perceived susceptibility, the severity as well as the benefits of not trying Meth (don't mess up relationships, don't lose your life, don't hurt others). The ads provide a cue to action for those who have not done Meth yet--don't try it. Also, the website at the end addresses self-efficacy. These ads even acknowledge the barriers to avoiding Meth--there are your friends who peer pressure you, or your significant others. Overall, these ads are extremely effective. I've never been exposed to anyone using Meth. After watching these ads I wouldn't want to after seeing what it can do to me personally as well as those around me.
These ads are an updated take on Dare's classic "just say no" message. They require no scientific literacy to understand. Instead, they utilize viewer's cultural literacy; we are sensitive to images like a boyfriend pimping his girlfriend for drugs, or a teenage boy stealing from his mother.
The ad that I found most effective was "Everything Else," where a girl is faced by the consequences of using drugs (abusive boyfriend, damage to her body, unwanted pregnancy, a drug addicted child.)
Ultimately, these ads increase the viewer's perceived susceptibility; you can end up like these people, even if you only try meth once.
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