The Meth Project is hoping to 'change the conversation' about Meth with a new website and a series of hard-hitting PSAs, directed by Darren Aronofsky of Black Swan fame, in a campaign aimed at arming teens with the resources to understand the drug's dangers.
The campaign, by digital agency Organic, centers around the site, which sets out a series of questions about meth, such as: Will it make you violent? How will it affect your family? Will you become an addict? It attempts to answer them, prompting readers to learn more and to make their own decisions about the drug. Teens are also encouraged to create their own stories, artwork, videos and photos, and share them with others by uploading them to a gallery on the site.
The TV spots, directed by Aronofsky and produced by Wild Plum, show teens grappling with the horrific effects of taking Meth as they question whether, if they'd asked more questions about the drug, they'd have avoided some of these situations. One finds himself in a compromising situation in a motel room; another ditches a friend in the emergency room to get high; a third cowers in fear as his strung-out brother ransacks his room for money; and a fourth is driven to the edge by the voices in her head.
The Ask MethProject.org campaign also includes radio, print, mobile and out of home advertising.