the Montana Meth Project: Shockingly real

Hi All,

http://www.montanameth.org/View_Ads/index.php

While spending some time in Montana last winter, I stumbled upon this great campaign which has received some pretty vibrant coverage since then, both for its graphic imagery and honest shock-appeal. As you may or may not know, methamphetamine has become a growing problem in many of the country's rural areas, and in particular in the desolate, mountainous west (i.e. Colorado, Montana, Idaho, New Mexico).

I really like this campaign because it is one of the rare instances where I find a fear-appeal and shock tactic to be valid and constructive. The ads themselves come in a full spectrum of placement ranging from traditional ad channels to online and interactive, but the themes always stay consistent throughout. They pair the harsh truths and gritty images that ostensibly mirror real life meth addiction. The shocking images and the blatant copy are disturbing; and they are shocking. But, they are certainly memorable.

If you have more time or interest, I invite you to check out the Web-site link above and peruse the various other ads. They are a great example of shock and fear done in the appropriate context.

Thanks and don't do meth,

Rick