Anti-Methamphetamine Control Strategy Group
Situation
The state of Arizona under the direction of the Governor's Division of Drug Policy implemented the Methamphetamine Control Strategy (MCS), which has the task of educating and elevating public awareness about the horrific effects of methamphetamine use. The MCS has five strategic objectives, two of which pertain specifically to their public awareness campaign (stated below). Cooley Advertising & Public Relations was chosen by the Governor's office (1996) as the marketing partner to create and implement this public awareness campaign and was recently asked to launch the campaign nationwide through an alliance with Partnership for Drug Free America.
Objectives
- Create a general public awareness about the harmful potential of methamphetamine use.
- Identify and target vulnerable groups for increased methamphetamine education.
Strategies
- Develop marketing campaign that focuses on the “visible effects” of methamphetamines. This strategy is supported by research that suggests one of the most effective ways to dissuade use of any substance is through showing visible harm and evoking negative emotional responses through vanity.
- The ongoing public awareness campaign includes the following: television PSAs, radio PSAs, movie theater slides, posters, bookmarks, transit and outdoor billboards, and an extensive public relations and awareness campaign.
Results
- Public relations campaign launched 4th quarter, 1997 with front-page feature articles in the Tribune and Arizona Republic, television coverage through Phoenix and Tucson network affiliates, feature story on PBS’s NewsHour, and state-wide coverage through numerous local and regional publications.
- Recently, Cooley Advertising & Public Relations was recognized by the local advertising community (Addy Award) for outstanding creativity, for its work on the anti-methamphetamine campaign.