The public awareness component of the AAIC Community Ice Action Strategy comprises of elements adopted (and modified) from the Meth Project mass media campaign.
As has been shown by the Meth Project, it is possible to make a difference. The National Youth Risk Behaviour Survey conducted each year throughout the United States has found that in Montana, the first state to adopt the Meth Project plan, the percentage of high school students who used Meth (or Ice) decreased by a staggering 63% between 2005 and 2015, with 8.3% of students reporting having used Meth in 2005 as compared to 3% in 2015 .
This is in stark contrast to the increased prevalence of Ice use amongst Australia’s youth, as reported in the National Ice Taskforce Report – 2015. The Taskforce made a number of significant findings particularly relating to Ice and how it is impacting on Australia’s youth, namely:
- Over a six year period preceding the production of the report, the number of Australians aged 14 to 19 using Ice tripled ;
- Of even greater concern, over a three year period preceding the production of the report, the number of Australians males aged 14 to 19 using Ice nearly doubled ;
- In the early stages of using Ice, teenagers can rapidly ‘recruit’ a large number of their friends and peers ;
- Once the physical and emotional impacts of using Ice become apparent, that recruitment tends to ‘dry up’ .
By adopting the strategies outlined herein, the AAIC intends to graphically convey the reality of Ice use and Ice addiction to teenagers, so that the recruitment can be stopped before it starts. Our children do not need to witness the destruction of a friend’s life to be the catalyst for them deciding not to use Ice.
The Meth Project mass media campaign graphically depicts the most devastating outcomes for young people using Ice, including physical and mental deterioration, violence, crime, prostitution, destruction of family and suicide. It encourages our youth to speak up when they see a friend experimenting or contemplating experimenting with Ice. Together with the In-School Education Workshops, the mass media campaign provides a radical awakening to the general community and in particular our teenagers, as to the incredible dangers of using Ice.
It also gives children the knowledge to say “NO, NOT EVEN ONCE”, when they almost inevitably are offered Ice, or have a friend who is using, or considering using Ice.
The Meth Project mass media campaign includes the following elements:
- Television Advertisements;
- Radio Advertisements;
- Billboard Advertisements;
- Print Media Advertisements;
- Social Media Saturation.
The television, radio, billboard, print media and social media campaigns are available for the AAIC to modify and adopt in Australia.
The AAIC will also promote the “Not Even Once” message through a team of AAIC Public Ambassadors – high profile individuals from all walks of life who volunteer to lend their public voice to the campaign to “Put the Freeze on Ice” by promoting the NOT EVEN ONCE message.