The Meth Project, an integrated public service organisation focused on teenagers and methamphetamine use, has launched a new campaign centred around the wors “Ask”. Centred on the website methproject.org, the campaign includes television, online commercials, radio, print, mobile and out of home advertising. Each element of the campaign provides hard-hitting and graphic answer to questions on the effects of meth. A series of four commercials, directed by Darren Aronofsky takes an unflinching approach, with no flashbacks, reasons or excuses; only scared faces and voices of regret entangled in a worsening situation.
In “Deep End” a mother finds her daughter in the bathroom with slashed wrists, a suicide attempt resulting from meth addiction. Click on the image below to play the Deep End video in YouTube (HD)
In “Desperate” a young meth addict, desperate for money, finds himself in a compromising position in a hotel room with an older man. Click on the image below to play the Desperate video in YouTube (HD)
In “ER” a young woman bails out on her friend, who’s just been whisked into a hospital emergency room, in order to buy and get high on meth. Click on the image below to play the ER video in YouTube (HD)
In “Losing Control” a youngster gets knocked around and beaten up by his older brother who’s desperate for money so he can buy meth. Click on the image below to play the Losing Control video in YouTube (HD)
The Meth Project “Ask” campaign was developed at Organic, San Francisco, by group creative director Brad Mancuso, creative director Urs Ross, director of production Laurale Wunsch, art director Tyler Warrender, copywriter Fred Abercrombie.
Filming was shot by director Darren Aronofsky via Wild Plum with director of photography Darren Lew, executive producers Shelby Sexton, Sandy Haddad, Scott Franklin, line producer Ted Robbins, set designer Charles Infante, make-up artist Martina Kohl.
Editing was done at Final Cut, New York, by editor JD Smyth, assistant editor Ben McCambridge, executive producer Viet-An Nguyen, president Stephanie Apt, smoke artist Cecil Hooker, sound designer T. Terressa Tate, motion graphics artist Phillip Brooks. Color correction was done at Technicolor.
The Meth Project Foundation was established by businessman Thomas M. Siebel in 2005 in response to the growing Meth epidemic in the U.S. The Meth Project is a large-scale prevention program aimed at reducing Meth use through public service messaging, public policy, and community outreach. Central to the program is a research-based marketing campaign and community action programs designed to communicate the risks of Meth use. The Meth Project is funded by a grant from the Thomas and Stacey Siebel Foundation. The Meth Project founded and supports campaign organisations in Arizona, Colorado, Georgia, Hawaii, Idaho, Illinois, Montana and Wyoming.