Anti-Drug Ads That Might Actually Work


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Ever since the first President Bush held up a bag of crack at a 1989 press conference, the federal government has spent many millions of dollars on anti-drug advertising campaigns targeted at teenagers. All those fried-egg spots (“This is your brain on drugs”) have been the butt of many a teenage joke, and as it turned out, they were highly effective at actually encouraging kids to smoke pot.

Some new anti-drug ads now airing in Montana, however, might actually be working, perhaps because they weren’t made by dorks in Washington. The new campaign was produced by the Montana Meth Project, a private group founded by a local rancher. The ads are way edgier than anything the drug czar’s office ever came up with, including one featuring a near-naked girl in a hotel room after her boyfriend pimps her for drug money and another of some kids dumping an unconscious girl on a hospital driveway before speeding away.

A new study suggests that Montana’s ads have reduced teen meth use in the state by 45 percent, a figure compelling enough for the White House to get on the bandwagon and broadcast Montana’s graphic ads in other states.

DOES IT FEEL LIKE POLITICS IS AT A BREAKING POINT?

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It sure feels that way to me, and here at Mother Jones, we’ve been thinking a lot about what journalism needs to do differently, and how we can have the biggest impact.

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We aim to hire, build a team, and give them the time and space needed to understand how we got here and how we might get out. We want to dig into the forces and decisions that have allowed massive conflicts of interest, influence peddling, and win-at-all-costs politics to flourish.

It's unlike anything we've done, and we have seed funding to get started, but we're looking to raise $500,000 from readers by July when we'll be making key budgeting decisions—and the more resources we have by then, the deeper we can dig. If our plan sounds good to you, please help kickstart it with a tax-deductible donation today.

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Signed by Clara Jeffery

Clara Jeffery, Editor-in-Chief

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