The $5.3 million “Me Not Meth” advertising campaign is part of the California Methamphetamine Initiative created by the California Department of Alcohol and Drug Programs (ADP) to prevent methamphetamine use across the state.
The first phase of the advertising campaign is targeted at gay, bisexual and other men who have sex with men, to dissuade them from trying methamphetamine and encourage those who use the drug to stop.
Television spots, print and outdoor ads are already out across the state of California. The 30-second TV ad depicts four men speaking directly to the viewer through a web camera about things they have lost as a result of their methamphetamine use. The men in the ad are relatable, they don’t make unrealistic claims about the drug’s effects and they don’t talk down to the viewer.
Other advertising materials will be distributed at bars and nightclubs.
The TV ad was directed by Joel Schumacher, director of such films as “Batman Forever,” “The Phantom of the Opera,” “Veronica Guerin” and “St. Elmo’s Fire.”
The campaign will end in September.
“Tipo Sesso and our wholesale company 1 Distribution have been working with two privately funded meth awareness organizations — LifeOrMeth.com and Tweaker.org — for some time now,” Tipo Sesso Co-Owner and Vice President Sam Manning said.
“We hope that providing our customers with even more information on methamphetamine addiction via MeNotMeth.org will help bring knowledge of the danger that this drug poses. We would like to reach the masses, but if we help just one person avoid or get away from methamphetamine use, then it is a worthwhile start to the long road ahead.
“Most of us in the gay community have seen more than our share of heartbreak and devastation caused by this drug,” Manning said. “I am aware that some people view adult material while under the influence of — or around — methamphetamine. It seems to me the only responsible thing to do is have information to help them in or on our products. I am very happy that we have been allowed to do this for the ‘Me Not Meth’ campaign. I am also very relieved to know the State of California understands how severe this problem is and is taking action.”
In addition to Tipo Sesso, Manning told XBIZ that several other studios under the 1 Distribution umbrella would be participating in the campaign. Those studios include Toxxxic Video, Flirt, Carnaval, Major Wood and Boiling Point Productions.
For more information, visit www.MeNotMeth.org.
For more information on 1 Distribution, visit the website.
For information on Tipo Sesso, click here.