Idaho Meth Project Launches Statewide Meth Prevention Campaign

Governor Otter Announces Groundbreaking Anti-Meth Program and Asks
Legislature to Appropriate $1 Million in Millennium Fund Support
BOISE, Idaho--(Business Wire)--The Idaho Meth Project today announced the launch of a statewide
prevention campaign aimed at significantly reducing first-time
methamphetamine use. The announcement was made by Idaho Governor C.L.
"Butch" Otter during his State of the State Address. During the
address, the Governor also requested the state legislature to
appropriate $1 million in tobacco settlement money from the Millennium
Fund to join the private, corporate, and public partners that support
the Project.

The Idaho Meth Project has adopted the Meth Project's innovative
program--combining an aggressive, saturation-level media campaign with
community action programs--designed to prevent Meth use by raising
awareness of the dangers of the drug. Idaho is the fourth state to
implement the Meth Project's large-scale prevention campaign. The
program was first established two years ago in Montana, where it is
credited with a 45% decline in teen Meth use in that state. Programs
were launched in Illinois in 2006 and Arizona in 2007.

In announcing the program's launch, Governor Otter cited the
severe impact methamphetamine use has had in Idaho, and the success
the Meth Project model has had in reducing Meth use in other states.

"The Idaho Meth Project was brought to our state by Idahoans who
saw the tremendous burden Meth use has put on our social service, law
enforcement, and prison systems," Governor Otter said. "This year, the
First Lady and I have visited with hundreds of citizens in the state
that want to be a part of the solution. The result truly is a
collaborative effort. People across the state have donated their time,
talents, and financial resources. Thanks to their efforts, we can
implement the Meth Project model in Idaho and dramatically reduce Meth
use in our state."

Since its inception in 2005, the Meth Project program in Montana
has demonstrated significant results in changing attitudes and
behaviors toward Meth. When the program launched, Montana ranked 5th
among states for Meth abuse; after two years, the state now ranks
39th. The Montana Meth Project is credited with reducing adult Meth
use in the state by 70%; a 53% decline in Meth-related crimes; and a
50% decline in Meth-related foster care admissions.

"Meth is highly addictive, and its crippling effects have brought
our citizens to their knees. In preparation for this awareness
campaign, people throughout the state have been at the table to help
make a difference," said Debbie Field, director of the state Office of
Drug Policy. "The Meth Project's success in reducing use in Montana is
a clear indicator that this effort can have an enormous impact in
Idaho."

Starting today, the Idaho Meth Project will reach 70 to 90% of
teens statewide, 3 to 5 times a week with hard-hitting television,
radio, and print advertising that graphically portrays the ravages of
Meth use. The Meth Project's research-based campaign has received more
than 40 advertising industry awards for its effectiveness and has been
cited by the White House Office of National Drug Control Policy as a
model for the nation. The ads can be viewed at
www.idahomethproject.org.

Governor Otter also announced that effective today the Idaho
Lottery will carry a new public service message as part of the
Project's unique marketing program, noting, "the Idaho Meth Project's
'Not Even Once' theme makes a great addition to messages now featured
on hundreds of thousands of Idaho Lottery tickets sold each week
throughout the state."

About the Idaho Meth Project

The Idaho Meth Project is a non-profit organization that
implements a range of advertising and community action programs to
reduce methamphetamine use in the state. Launched in 2007, the Idaho
Meth Project leverages a proven model that combines extensive research
with a hard-hitting, integrated media campaign. The Idaho Meth Project
is affiliated with the Meth Project, a national non-profit
organization headquartered in Palo Alto, California, aimed at
significantly reducing first-time Meth use through public service
messaging, public policy, and community outreach.

For more information, visit www.idahomethproject.org.

Idaho Meth Project
Megan Ronk, 208-331-2060
info@idahomethproject.org
www.idahomethproject.org

Copyright Business Wire 2008