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If Gov. Jon Huntsman Jr. brings Montana's gritty and controversial methamphetamine prevention campaign to Utah, he'll do so without the blessing of his own meth task force.
The 34-person task force charged with putting an end to Utah's "meth scourge" voted unanimously on Monday to pursue some form of public awareness crusade. But they overwhelmingly rejected the Montana model, saying it targets the wrong population and cuts against years of prevention research showing scare tactics doesn't work.
The Montana Meth Project is a shock-and-awe style ad blitz depicting the ugly underbelly of methamphetamine use. TV, radio and billboard spots feature dramatized and real-life testimonials from teens whose innocent forays into meth use end in crime, prostitution, unwanted pregnancies and homelessness. The take home message: "not even once."
The project is funded by tech billionaire Thomas Siebel, who recently visited Utah to pitch the ads to members of Huntsman's task force.
The governor's point person, Michele Christiansen, said she was skeptical at first, but quickly was persuaded by market research showing that Montana's residents are now more aware of the risks and costs of methamphetamine abuse.
"Not to be critical, but what we have been doing isn't necessarily working. The numbers keep going up," said Christiansen.
A form of speed that is smoked, snorted or injected, meth is a potent stimulant with long-lasting effects. Despite efforts to contain it, the drug remains the No. 1 illegal substance of choice as reported by Utahns in public treatment - a rank it has held for five straight years.
Prevention and treatment experts reiterated concerns on Monday that teens will discount the ads because they unrealistically portray all meth addicts as pock-marked junkies.
They oppose setting a precedent of paying for drug prevention with private donations. Utah's meth project is estimated to cost $3.5 million.
Media outlets typically donate space and time to such public service announcements, said Tibby Milne at Partnership for a Drug Free America. "Now they'll say, 'Why should we donate if someone else is willing to pay?' That could hurt other campaigns."
Most agreed that Utah's money would be better spent on expanding treatment slots, especially for young mothers burdening the child welfare system.
But, Christiansen argued, in philanthropic circles treatment is a harder sell than prevention, because it's generally thought to be the government's role.
"We have to change the paradigm, because what we've been doing hasn't gotten money from the Legislature," she said. "If we increase public awareness we could impact those budget decisions."