History Advertising / MethProject

* WithFriendsLikeThese: In "Friends", when a girl overdoses and passes out in her friends' car, they dump her unconscious body on the sidewalk outside a hospital before driving off.

* IllKillYou: In "Parents", a boy is pounding on the door of his house screaming for his dad to let him back in, and eventually starts kicking the door and slamming his shoulder against it, yelling, "Let me in! Let me in! I'll kill you! I'll kill you!"

--> ''Not even once.''

* UnwittingInstigatorOfDoom: In the Wave 5 videos, the teens narrate all the horrible things that happened to their friends after trying meth, and the commercials end with them saying, "And this is what I said when he/she said they were gonna try meth," followed by silence. Because they didn't stop their friends from trying meth, their friends' lives were destroyed.

* WouldHurtAChild: As seen in "Family" and "Loosing Control", no-one is safe from a meth-addicted teen desperate for drug money.

* SignatureSoundEffect: The sound of cracking ice that accompanies the "Meth. Not even once." logo at the end of each video.

** "Kevin": Kevin gets addicted to meth, beats up his best friend and gets locked in a mental institution where he spends 23 hours a day strapped down to a bed in an isolation cell.

* AxCrazy: The campaign is not shy about showing meth addicts becoming more and more violent the more they take, whether it's towards strangers, friends, or even their own family members.

* AxCrazy: The campaign is not shy about showing meth addicts becoming more and more violent the more they take.

* FutureMeScaresMe: Seen in "Bathtub" and "Laundromat".

** "Shadow": Anthony smashes several family photos and trophies with a baseball bat, screaming that they're "out there", and eventually starts chasing his own mother with it.

** "Shadow": Anthony destroys several family photos with a baseball bat, screaming that they're "out to get him",
and eventually starts chasing his own mother with it.

** "'''[[https://www.youtube.com/watch?v=QU9C4ENHEFo Shadow]]'''": An older teen named Anthony,looks nervously into a bedroom room before he tells his mother, "Hey, they're out there." When she asks what he's talking about, he screams "'''THEM!!!'''" He goes to his room, retrieves a baseball bat and goes into a rage, throwing pictures off the wall, smashing trophies and going after his mother, screaming, "Who are you?" The mother flees in terror, locking herself in the study as Anthony -- his face now with pock marks and shadows under his eyes, his dress shirt badly stained -- smashes the bat against the door as he screams threats.

* ChristmasEpisode: "Parents" apparently takes place during Christmastime (You can see a Christmas tree in the living room), making the situation all the more tragic.

** The most famous of the ads, titled '''[[https://www.youtube.com/watch?v=QYlwSepW7Bs Bathtub]],''' begins with an attractive teen-aged girl taking a shower (before going to a party where she will be introduced to meth for the first time; she was supposed to be at a friend's sleepover), before a trickle of blood suddenly appears; she turns around and screams in fright as she sees a naked, pockmarked, bleeding version of herself shivering at the bottom of the shower, begging her "don't do it."

** "'''[[https://www.youtube.com/watch?v=PWsqBIN6VD0 Just Once]]'''": Playing upon the false confidence that one can try meth "just once" and not suffer any consequences, the commercial follows the life of an attractive teen-aged girl who makes such declaration... only to fall into a life of theft and prostitution. At the end of the commercial, the girl's physical beauty is ruined, and she is in a drug-induced haze... unable to notice her pretty 12-year-old sister taking money and her meth stash and whispering, "I'm going to try meth, just once."
** "'''[[https://www.youtube.com/watch?v=54FC3kqPK8k That Guy]]'''": Also following the theme of false confidence and "I'm not going to be like that," a normal teen-aged boy makes said vow, pointing at an anonymous person who has already suffered the effects of meth addiction. However, the boy -- in time lapsed video -- eventually becomes "that guy," and in the end, becomes a dealer from whom a teen-aged girl buys her first stash. She makes the same declaration, pointing at the original boy.

** "'''[[https://www.youtube.com/watch?v=sGPU-JhG-A8 Junkie Den]]'''," where a young teen-ager takes his first hit and is greeted by various drug-addicted people describing, in graphic detail, what he can look forward to: Theft, random sex and so forth. The boy's cries that he swears he'll only try it once is met with mocking laughter.

* "'''He takes care of me.''' (2007): Directed by Creator/DarrenAronofsky, these commercials play on the strong bond of family and friends, which deteriorate as users become more and more addicted to meth.
** "'''[[https://www.youtube.com/watch?v=PlQ3p08A4CY Boyfriend]]'''," which begins in a hotel room, a teen-aged girl lying on the bed in her underwear and crying; look up to see a man in his late 40s/early 50s, dressed in a suit, zipping up his pants and walking out of the room, handing something -- perhaps money or a drug stash -- to a man waiting outside. Reveal that the other man is the girl's boyfriend. In voice-over narration, she explains her longstanding friendship. As the boyfriend enters the room and inspects the money that the man gave him, the girl cringes and continues to sob, her heavy mascara running and her face heavily pockmarked and bruised, possibly indicating that the older man raped her.
** "'''[[https://www.youtube.com/watch?v=Irvl4pLA9A0 Mother]]'''": As a young man narrates how he loves his mother, we see a teen-aged boy (the same person as the narrator) raiding his mother's purse. After she confronts him, he assaults her and shakes off her attempt to hang on to his leg.
** "'''[[https://www.youtube.com/watch?v=GDUoXp4cB_c Friends]]'''": A teen-aged girl narrates how she is "tight with her friends" and that they always "look out for me." Some friends, though: We see that said girl is slumped over in the back seat of a car, having overdosed on meth, as her "worried" friends rush her to a health clinic and simply throw her onto the curve before [[OhCrap speeding off]], as a nurse and doctor rush outside to tend to the girl.
** "'''[[https://www.youtube.com/watch?v=CPu-W06ZMgg Parents]]'''": A teen-aged boy on a meth high, whom we can presume had been kicked out of the house earlier, rushes to try to break into his parents' home. He screams run the gamut of, "I'm sorry, Dad!" to "I'm gonna kill you!", as his parents -- whom can be seen through the picture window -- are in tears as they decline to let him in. As the boy continues to kick at the door and try to break in, a voice-over by the same boy reveals that he had always been close with his parents.
* '''This isn't normal, but on Meth, it is.''' (2008): Directed by Alejandro González Iñárritu, each of the commercials features the title {{tagline}}. The spots all feature teen-agers who appear normal and clean-cut at the beginning of the commercial, but by the end, despite time progressing normally, their faces are pockmarked and bleeding, dressed as slobs, etc., the effects of meth use easily apparent.

** "'''[[https://www.youtube.com/watch?v=QU9C4ENHEFo Shadow]]'''": An older teen named Anthony, possibly 17 or 18, looks nervously into a bedroom room before he tells his mother, "Hey, they're out there." When she asks what he's talking about, he screams "'''THEM!!!'''" He goes to his room, retrieves a baseball bat and goes into a rage, throwing pictures off the wall, smashing trophies and going after his mother, screaming, "Who are you?" The mother flees in terror, locking herself in the study as Anthony - his face now with pock marks and shadows under his eyes, his dress shirt badly stained - smashes the bat against the door as he screams threats.

** '''"[[https://www.youtube.com/watch?v=I5FXoEjEmNw ER]]"''': A young girl is being rushed into an emergency room bay, convulsing and screaming in pain, as her friend - also an apparent drug user -- can only watch. The commercial ends with the friend calmly walking down the hallway to a car waiting outside, buying another stash; her demeanor and that of her dealer is as though nothing is wrong.
** '''"[[https://www.youtube.com/watch?v=2ZO2Rhqjuw0 Deep End]]"''': A teen-aged girl is struggling with her mother at the sink. Reveal that she is bleeding into a water-filled sink basin in the bathroom... while on a meth high, she had just slit her wrists. The scene cuts as she swats at the camera (ergo, the viewer at home).

* '''Personal Stories''' (2012): Another series of testimonial commercials, this time from actual teen-aged meth users who describe family, criminal, social, health and physical consequences after trying meth. In a depature from the previous ads, each has surreal-like pencil drawings set to the story described. (Warning: Each video has graphic action):

* DrugsAreBad: [[{{Understatement}} Goes without saying.]]

The Meth Project (Initially the Montana Meth Project, later expanded to other states) is a non-profit organization known for its saturation-level advertising campaign aimed at teenagers, warning of the negative consequences of trying methamphetamines even one time. The television advertisements -- at one point, there were 30 ads, at least from 2005-2012 -- were spread out over several waves and used different approaches each time, but the common elements involve the deterioration of the teen's health, social and family life, living conditions and moral and social compass; many also use deep regret but a resignation to hopeless addiction.

* '''2005-2006''': Directed by Tony Kaye

The campaign has two official websites: [[http://www.montanameth.org/ One one when it was just the Montana Meth Project,]] [[http://www.methproject.org/ and another for the statewide Meth Project.]] The YouTube channel is [[https://www.youtube.com/user/MethProject here]].
!! {{Tropes}} from the ads include:

* [[LittleBrotherIsWatching Little Sister is Watching]]: In the end of "Just Once". Unfortunately, the older sister is to blitzed to notice...
* MyGodWhatHaveIDone / MyGreatestFailure: Trying meth, naturally, though the regret is only really shown in the first two waves and the Personal Stories. For the teens in Wave 5, their regret is in not doing anything to stop their friends from trying meth.

* YourMakeupIsRunning: In the end of "Boyfriend".

** Two of the commercials -- "'''[[https://www.youtube.com/watch?v=5-IUigK4qGY Jumped]]'''" and "'''[[https://www.youtube.com/watch?v=GZn9MiRdBr4 Crash]]'''" -- play upon [[TheBible the Gospel lessons of Matthew 5 and Mark 9]] (about how tearing your eye out or cutting off your hand, if they cause you to sin, and entering {{Heaven}} sans those body parts is better than keeping them and going to {{Hell}}), of how being brutally beaten in an empty parking lot or being paralyzed in a car accident would have been better than a lifetime of meth addiction, and that the aforementioned incidents happening to them would have prevented them from going to those parties where they would have used for the first time. The finale of both commercials show drug-hazed versions of themselves, the teens muttering only, "This is my life!"

The '''Meth Project''' (Initially the '''Montana Meth Project''', later expanded to other states) is a non-profit organization known for its saturation-level advertising campaign aimed at teenagers, warning of the negative consequences of trying methamphetamines even one time. The television advertisements -- at one point, there were 30 ads, at least from 2005-2012 -- were spread out over several waves and used different approaches each time, but the common elements involve the deterioration of the teen's health, social and family life, living conditions and moral and social compass; many also use deep regret but a resignation to hopeless addiction.

* '''What do you know about Meth?''' (2011): Also directed by DarrenAronofsky, each of these spots begins with the narration, "If I had asked, if I tried meth, would I become an addict... " and a close up of an addict's drug-damaged face and slow-motion photography before pulling back to real time and showing a given situation.

* "'''He takes care of me.''' (2007): Directed by DarrenAronofsky, these commercials play on the strong bond of family and friends, which deteriorate as users become more and more addicted to meth.

--> Not even once.

* '''...and this is what I said...''' (2010): This wave, directed by WallyPfister, focuses on friends of meth addicts, telling how they watched their friends' lives get destroyed by the drug. After detailing about lost jobs, ruined family relationships and other terrible events, the teen telling the story appears on camera and, after saying "...and this is what I said, when they told me they were going to try meth" admit -- through anguished silence -- they said nothing (to wit: when they had the opportunity to stop their friend from trying meth, they chose to remain silent, thus weren't really their friends at all). The commercials are titled:

* '''2005-2006''': Directed by TonyKaye

* '''2006''': Also directed by TonyKaye, these commercials are an extension of the original wave.

** "'''[[http://www.youtube.com/watch?v=IkSYCe98lMg Laundromat]]'''": A deranged man on a meth high bursts into a coin-operated laundry, beating several patrons and demanding money and threatening the mother while she's holding her infant child before running into a young man in the corner and grabbing him by the collar. Reveal that said young man -- his last victim, to whom he screams, "This wasn't supposed to be your life!" -- is the boy's pre-meth addicted self.

** "'''Junkie Den'''," where a young teen-ager takes his first hit and is greeted by various drug-addicted people describing, in graphic detail, what he can look forward to: Theft, random sex and so forth. The boy's cries that he swears he'll only try it once is met with mocking laughter.
** "'''Everything Else'''," where her dealer shows her "everything else": intimidating "friends," rape, meth-addicted babies and physical ruination.

** "'''Shadow'''": An older teen named Anthony, possibly 17 or 18, looks nervously into a bedroom room before he tells his mother, "Hey, they're out there." When she asks what he's talking about, he screams "'''THEM!!!'''" He goes to his room, retrieves a baseball bat and goes into a rage, throwing pictures off the wall, smashing trophies and going after his mother, screaming, "Who are you?" The mother flees in terror, locking herself in the study as Anthony - his face now with pock marks and shadows under his eyes, his dress shirt badly stained - smashes the bat against the door as he screams threats.

** "'''[[ https://www.youtube.com/watch?v=pWD3mIZH7sw Jessica]]'''," a former high school cheerleader who gets brutally raped by one of her drug dealers and later forces her little brother to smoke the drug.

** "'''Boyfriend'''," which begins in a hotel room, a teen-aged girl lying on the bed in her underwear and crying; look up to see a man in his late 40s/early 50s, dressed in a suit, zipping up his pants and walking out of the room, handing something -- perhaps money or a drug stash -- to a man waiting outside. Reveal that the other man is the girl's boyfriend. In voice-over narration, she explains her longstanding friendship. As the boyfriend enters the room and inspects the money that the man gave him, the girl cringes and continues to sob, her heavy mascara running and her face heavily pockmarked and bruised, possibly indicating that the older man raped her.
** "'''Mother'''": As a young man narrates how he loves his mother, we see a teen-aged boy (the same person as the narrator) raiding his mother's purse. After she confronts him, he assaults her and shakes off her attempt to hang on to his leg.
** "'''Friends'''": A teen-aged girl narrates how she is "tight with her friends" and that they always "look out for me." Some friends, though: We see that said girl is slumped over in the back seat of a car, having overdosed on meth, as her "worried" friends rush her to a health clinic and simply throw her onto the curve before [[OhCrap speeding off]], as a nurse and doctor rush outside to tend to the girl.
** "'''Parents'''": A teen-aged boy on a meth high, whom we can presume had been kicked out of the house earlier, rushes to try to break into his parents' home. He screams run the gamut of, "I'm sorry, Dad!" to "I'm gonna kill you!", as his parents -- whom can be seen through the picture window -- are in tears as they decline to let him in. As the boy continues to kick at the door and try to break in, a voice-over by the same boy reveals that he had always been close with his parents.

** "'''Sisters'''": One of the creepiest of the entire set of ads, a 15-year-old girl approaches a group of young men, possibly in their mid-to-late 20s, and says "You can do anything you want to me for $50." The men look at each other with bemusement... and then focus on the other girl that has come with her; she's only 12 and the older girl's younger sister! "What about her?" the man says, pointing her out. The older sister hesitantly says, "Sure." The entourage enter a dingy bathroom, and the commercial ends with one of the men cornering the 12-year-old and removing his coat, and another man stroking the 15-year-old girl's hair.
** "'''OD'''": The commercial begins with a group of kids peacefully watching TV (in a suburban bedroom) as their friend is seizing up on the floor. The scene immediately grows darker; the room is actually a dingy, roach-infested apartment, and the kids are too busy trying to get high to pay their "friend" any heed.
** "'''Family'''": The beginning shows what appears to be a scene straight out of ''Series/LeaveItToBeaver'': three clean-cut, well-dressed, smiling boys paying a friend a visit and politely ringing the doorbell to be let in. Once the woman of the house opens the door ... reveal that the whole thing is actually a home invasion as the boys burst violently into the house, assaulting both the woman and her husband before scattering through the house to steal everything in sight. The couple's young daughter enters the room and cries out for her father, but one of the boys threatens her before she drops to the floor in terror. The boys -- now pock-marked and gaunt -- eventually flee the house, plenty of electronics and valuables in hand.

** "'''Jessica'''," a former high school cheerleader who gets brutally raped by one of her drug dealers and later forces her little brother to smoke the drug.
** "'''Ben'''," who survives an overdose but, still hopelessly addicted, kills himself.
** "'''Tracy'''," who gives birth to a premature, meth-addicted baby.
** "'''Kevin'''," who, after brutally injuring his best friend in a fight, is locked in a mental institution, still in near-constant psychosis. The scariest part? He uses a pair of scissors to mutilate himself, believing that insects are crawling out of him.