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.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily crazy—Mother Jones' journalism is driven by one simple question: Will America will move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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