ADP Launches New Campaign to Reduce Meth Use in California

SACRAMENTO, Calif., March 17 /PRNewswire-USNewswire/ -- The California
Department of Alcohol and Drug Programs (ADP) today unveiled a new media
campaign to fight methamphetamine use in the gay, bisexual, and other men who
have sex with men (G/B/MSM) communities.
"Methamphetamine use is a problem in California and we are committed to
doing all we can to address it," said Renee Zito, Director of ADP. "We believe
that targeting messages about meth use in the communities it affects can
improve the lives of Californians."
The $11 million "Me Not Meth" campaign includes television, outdoor and
print advertisements designed to curb methamphetamine use by highlighting
personal losses.
The campaign is being launched as research and data suggest that
methamphetamine use and abuse has significant negative public health effects
among gay men, bisexual men and men who have sex with men. A survey by the
Centers for Disease Control and Prevention found that methamphetamine use was
more common in men infected with HIV. The odds for becoming infected with HIV
double or triple for MSM who use methamphetamine compared to those who do not.
Outdoor advertising began this week and television ads will begin airing
on March 17 and will continue for 12 weeks. The advertisements were developed
by GMMB and Better World Advertising, and the television spot was directed by
award-winning director Joel Schumacher.
With the launch of the campaign, ADP also announced the results of a
statewide survey of Californians' perceptions of methamphetamine use and
abuse. The survey showed that:
-- 71 percent of G/B/MSM surveyed say that they have been asked to try
methamphetamine
-- More than half of G/B/MSM surveyed (55 percent) reported using
methamphetamine in their lifetime
-- 54 percent of G/B/MSM respondents have a close friend who uses
methamphetamine

"Sadly, the study findings do not surprise me," said Cathy Reback, Ph.D.,
research sociologist at the Friends Research Institute, Inc., and the UCLA
Integrated Substance Abuse Programs. "I have been working in the field of
research and treatment with a focus on providing resources for gay and
bisexual men for the past 13 years. Methamphetamine use, particularly the
association between methamphetamine use and HIV infection, is a serious public
health concern in California."
The benchmark survey data was collected via telephone among a
geographically stratified representative sample (1,215) of households in the
state of California and an online survey of 549 recruited gay and bisexual
men.
The media campaign was tested extensively among the target audience
through formative message testing focus groups, quantitative advertisement
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. Those in need are directed to visit the
campaign's Web site http://www.MeNotMeth.org or call the state's toll-free
hotline 1-866-STP-METH (866-787-6924).
The campaign is part of the California Methamphetamine Initiative (CMI),
which is designed to reduce the use and abuse of methamphetamine in the state.
The CMI includes a public information and education campaign, educational
materials such as a tool kit and DVD, as well as funding for prevention
programs. Working closely with other state organizations, the CMI was designed
to complement existing anti-methamphetamine efforts in California.
Funding for the first year of the methamphetamine campaign was authorized
in fiscal year 2006-07.
Both the survey results and the advertisements can be viewed in full at
http://www.menotmeth.org.
MEDIA CONTACTS:
Jackie Quintanilla (323) 202-1053
SOURCE The California Department of Alcohol and Drug Programs

Jackie Quintanilla, +1-323-202-1053, for The California Department of Alcohol
and Drug Programs