This campaign was started in Montana to prevent first-time meth use among teens. It quickly started a movement and became so effective that other states adopted the work to combat this frightening drug. The work was not only incredibly effective in curbing meth use, driving down teen use by 63% and adult meth use by 72%, but it also received numerous awards and press, including a Frontline episode and an HBO documentary. It was also presented to Congress and the US Drug Task Force as a new benchmark for anti-drug advertising.
