Idaho Meth Use & Attitudes Survey 2010

Transcription

1 Idaho Meth Use & Attitudes Survey 2010 Statewide survey measuring attitudes and behaviors towards methamphetamine in Idaho February 22, 2011 GfK Roper Public Affairs & Corporate Communications 75 Ninth Avenue, 5th Floor New York, NY USA Tel 212/ Fax 212/ The Meth Project

2 Table of Contents Executive Summary... 3 Background and Objectives... 7 Survey Methods Awareness and Perceptions of Meth Meth Use Information Sources and Advertising Awareness Idaho Meth Project Awareness and Perceptions Focus on Teens at Greater Risk of Meth Usage Appendix 1: Sample Demography Appendix 2: Trend Data Appendix 3: About The Meth Project Appendix 4: About The Idaho Meth Project Appendix 5: About GfK Roper Public Affairs & Corporate Communications Appendix 6: Teens Meth Study Questionnaire The Meth Project 2

3 Executive Summary Findings from the 2010 Idaho Meth Use & Attitudes Survey demonstrate that, compared to the 2007 Idaho Meth Use & Attitudes Survey (the benchmark survey), Idaho teens are increasingly aware of the dangers of trying meth, are more likely to discuss the subject with their parents, are more likely to tell friends not to use meth, and report the Idaho Meth Project ads provide new information about meth and make them less likely to try the drug. Perceived Ease of Acquiring Various Illicit Drugs Nearly a quarter of teens (22%) report that meth would be easy to acquire, down 8 points (from 30%) since the benchmark in Teens are also less likely to say it would be easy for them to acquire cocaine (26%, down 3 points from 2007). The ease of acquiring marijuana (55%) and heroin (19%) have remained essentially stable. Also, 11% of teens in 2010 say they have been offered meth, down 3 points from 14% in the benchmark. Perceived Risks and Benefits of Meth Use Idaho teens are more likely in 2010 than in 2007 to see risk in taking meth. Most say there is great risk in trying the drug once or twice (65%, up 10 points since the benchmark) or regularly (85%, up 2 points, ns). Compared to the risk associated with meth, teens are less likely to believe there is great risk in trying heroin once or twice (59%, up 4 points from the 2007 benchmark) or regularly (81%, as in the benchmark); trying cocaine once or twice (58%, up 5 points from 2007) or regularly (79%, down 1 point, ns); or trying marijuana once or twice (40%, unchanged from the benchmark) or regularly (54%, down 4 points). The number of teens who see great risk in 14 potentially negative risks in trying meth has risen considerably on every item since the benchmark in 2007: suffering tooth decay (65%, up 17 points), not taking care of hygiene (67%, up 16 points), stealing (70%, up 16 points), losing control of themselves (78%, up 15 points), suffering brain damage (73%, up 15 points), dying (65%, up 15 points), getting insomnia or not being able to sleep (64%, up 15 points), becoming paranoid (64%, up 14 points), becoming violent (64%, up 14 points), making their problems worse (77%, up 13 points), having sex with someone they don t want to (71%, up 13 points), being a negative influence on a younger brother or sister (83%, up The Meth Project 3

4 points), turning into someone they don t want to be (80%, up 11 points), and getting hooked on meth (81%, up 10 points). The survey shows that Idaho teens increasingly disagree meth offers specific benefits to the user: that it makes you feel euphoric or very happy (64%, up 7 points from 2007), gives you energy (70%, up 6 points), makes you feel attractive (82%, up 6 points), helps you deal with boredom (70%, up 5 points), helps you lose weight (58%, up 4 points), makes you more popular (85%, up 3 points), helps you escape your problems (82%, up 3 points), makes you intelligent (90%, up 3 points), and helps you study (89%, up 3 points). Social Approval of Meth Use Among Idaho teens, there is widespread disapproval of taking meth. Most strongly disapprove of taking the drug once or twice (88%, up 8 points from the 2007 benchmark) or regularly (92%, up 3 points from 2007). The number of teens strongly disapproving of taking heroin and cocaine is also higher in 2010 than in For marijuana, disapproval in 2010 is comparable to that in the 2007 benchmark. Two in three Idaho teens (65%) say they have told friends not to use meth, up 8 points since the 2007 benchmark and 73% of teens agree their friends would give them a hard time if they, themselves, should ever use meth, stable since the benchmark. Meth Use One in ten (10%) Idaho teens says he or she has close friends who use meth, unchanged since About one in twenty (6%) has friends who have been in treatment for using meth (down 2 points since the 2007 benchmark), while about one in six teens (16%, stable since the benchmark) reports having family members who have been in treatment for meth use The Meth Project 4

5 Sources of Information Six in ten Idaho teens (60%, up 4 points since the 2007 benchmark) say they have discussed the subject of meth with their parents in the past year. Moreover, the proportion of teens who say they have had such conversations more than once in the past year has increased from 37% in 2007 to 42% in Of the items asked about, Idaho teens are most likely to turn to the Internet or parents to learn about meth (61% and 61%). Other sources include school (48%), friends (38%), television (33%), magazines (25%), and radio (17%). Compared to the 2007 benchmark, teens today more frequently name school (up 3 points), television (up 3 points), and radio (up 4 points). Awareness of Meth-related Advertising Anti-meth advertising is clearly widespread in Idaho 93% of teens say they have seen or heard ads communicating the risks of meth, compared to 78% in 2007 prior to the launch of the Idaho Meth Project. Eight in ten (80%) have seen such ads at least once in the past month, up from 51% in Half of teens (52%) have seen an ad at least once a week, up from 28% in Anti-meth ads are most commonly seen or heard on television (79%), on billboards outside (76%), at school (75%), on the radio (56%), and on the Internet (51%). The number of teens exposed to the ads in various media has risen considerably since the 2007 benchmark, particularly via billboards, radio, TV commercials, and posters. Awareness of the Idaho Meth Project and Its Advertising The Idaho Meth Project is well known in the state three in four teens (78%) say they have heard of the organization prior to taking the survey. The Idaho Meth Project s intended advertising messages appear to have been communicated to Idaho teens. Most teens (92%) agree the ads gave them the impression that meth will make them act in a way they would not want to act, while 91% agree meth affects many people s lives other than the user s, 88% agree meth is dangerous to try just once, 87% agree meth is more dangerous than they had originally thought, 87% agree meth will make them look different than they usually do, and 86% agree meth might cause problems in their town or school The Meth Project 5

6 At least three in four agree (strongly or somewhat) the Idaho Meth Project ads made them less likely to try or use meth (81%), while 79% agree the ads helped them understand that they can t try meth even once, and 77% agree the ads made them more aware of the risks of using the drug. Two in three (65%) agree the ads gave them new information or told them things they didn t know about meth. More than four in ten (46%) agree the ads made them want to talk to someone else about the risks of meth and (44%) agree the ads exaggerated the risks of using meth. About nine in ten Idaho teens (92%) say that if their brother, sister, or friend were thinking about trying meth, then they would want that person to see or hear an Idaho Meth Project ad. Over half of Idaho teens aware of the Idaho Meth Project say the ads prompted them to discuss the ads with someone they know (57%) and 54% report the ads caused them to tell someone not to use meth The Meth Project 6

7 Background and Objectives Background This report summarizes findings from the fourth annual statewide Idaho Meth Use & Attitudes Survey. The Idaho Meth Project was launched in January 2008, to significantly reduce meth use in Idaho. The integrated program consists of an ongoing, research-based messaging campaign that graphically communicates the realities of methamphetamine use, supported by community outreach and public policy initiatives. The Idaho Meth Project sustains a campaign of public service messaging including advertising, public relations, and Websites to effect attitudinal changes regarding methamphetamine use among Idaho youth. At the core of the Idaho Meth Project effort is an ongoing, research-based marketing campaign that provides hard-hitting television, radio, print, billboard, and Internet advertising. On January 7, 2008, the Idaho Meth Project initiated a large-scale prevention advertising campaign across the state, targeting young people ages The goal of the Idaho Meth Project advertising is to unsell meth, equipping the youth of Idaho with the facts about methamphetamine so they can make betterinformed consumption decisions. The Idaho Meth Project approaches methamphetamine as a consumer products marketing problem. Meth is a consumer product. It is readily available. It is affordably priced. It is distributed statewide through an effective, although alternative, distribution channel. It has product attributes that are perceived as attractive. Initial meth consumption decisions are made similar to other consumer product decisions after an evaluation (perhaps subconscious) of benefit, risk, social acceptance, price, and availability. The Idaho Meth Project conducts periodic statewide surveys and focus group research to more thoroughly understand Idahoans attitudes and behaviors related to methamphetamine. This research provides the foundation for the Idaho Meth Project s message development and communication programs The Meth Project 7

8 Research Objectives The Idaho Meth Project conducts the Idaho Meth Use & Attitudes Survey to track attitudes and behaviors related to methamphetamine throughout the state. To date, three studies have been conducted: 2007 Idaho Meth Use & Attitudes Survey (Benchmark Survey): An initial benchmark survey was conducted from September 12, 2007 to November 16, 2007, prior to the launch of the Idaho Meth Project s public outreach campaign Idaho Meth Use & Attitudes Survey: This survey was conducted from November 21, 2008 to December 19, 2008, following the first wave of the Project s messaging campaign. Most of the questions asked in the 2007 benchmark survey were repeated in this survey for tracking purposes Idaho Meth Use & Attitudes Survey: This survey was conducted from November 9, 2009 to December 11, 2009, following the second wave of the Project s messaging campaign. Most of the questions asked in the 2007 benchmark survey and the 2008 follow-up survey were repeated in this survey for tracking purposes Idaho Meth Use & Attitudes Survey: This survey was conducted from November 8, 2010 to December 15, 2010, following the third wave of the Project s messaging campaign. Most of the questions asked in the 2007 benchmark survey and the 2008 and 2009 follow-up surveys were repeated in this survey for tracking purposes. In 2010, the research was conducted among teens ages In 2009, the research was conducted among teens (ages 12-17) and young adults (ages 18-24). In the 2008 and 2007 surveys, the research was conducted among teens (ages 12-17), young adults (ages 18-24), and parents of teens The goal of this research is to help understand how the target audiences think and feel about meth. The insights gleaned from this study help develop advertising and other meth prevention messaging directed at teens and young adults. Theoretical Frameworks The primary measures for understanding the target audience are based on prevention principles of perceived risk and social disapproval. Two important sets of attitudes and beliefs are: (a) adolescents beliefs about how harmful drug use is for the user, and (b) the degree to which adolescents personally disapprove of various kinds of drug use. According to the University of Michigan s Monitoring the Future 2011 The Meth Project 8

9 study, two critical drug-related attitudes perception of risk (how risky adolescents view a particular drug) and perception of social disapproval (adolescent appeal and acceptance of a particular drug) are directly correlated with consumption. Individuals who believe that the use of a particular drug involves risk of harm and/or who disapprove of its use are less likely to use that drug. The work of renowned prevention researchers Catalano and Hawkins focuses on understanding and preventing adolescent behavior problems, including drug use. They identified specific risk and protective factors that predict the likelihood of teens to resist drug use. Risk factors are characteristics of teens that are known to predict increased likelihood of drug use. The Idaho Meth Project has initiated a sustained campaign of public service messaging to achieve significant, positive, and measurable results to reduce the frequency and prevalence of methamphetamine use. To do so, the Project s messaging targets key risk factors, including favorable attitudes toward drug use, friends use of drugs, perception of benefit, perceived risk, and perceived availability. The objective of the Idaho Meth Use & Attitudes Survey is to track attitudes and behaviors related to meth in the state. The Meth Project will continue to refine and revise messaging content and direction based upon this ongoing research The Meth Project 9

10 Survey Methods Statewide Survey Among Year-Olds Sample A total of 2, year-old junior and senior high school students were interviewed for the study, from November 8 through December 15, All respondents attend one of 46 randomly selected junior and senior high schools across Idaho. All junior and senior high schools in Idaho (public, private, and parochial) were eligible for selection for the study and were sampled using a 4-stage probability sampling technique. In most schools, three classes of different grades were randomly selected to receive the survey. The sample was drawn in the following stages: 1. A sample of counties was selected to be included in the study. The selection was made on a systematic random basis, stratified geographically, with probability proportional to population. 2. Each county was randomly assigned to either the junior or high school sample, such that equal numbers of counties within each sample were assigned to each. 3. Schools were drawn from among all those in each selected county, with the probability of selection for each school in the junior high school sample proportional to the number of students enrolled in non-elementary grades six, seven, and eight in that school and the probability of selection for each school in the high school sample proportional to the number of students enrolled in grades nine through 12 in that school. 4. A sample of classes was drawn from each school. When possible and practical, each school selected for inclusion in the study submitted a list of all classes for the qualifying grades in that school. A systematic random sample of three of these classes was then drawn, separately for each school. Classes that all students must take (e.g., health) were given preference in the selection process to ensure all kinds of students from honors students to those with special needs were surveyed The Meth Project 10

11 Interviewing method and timing The questionnaire, an 8-page printed booklet, was filled in by each student (see Appendix 6) at their school in their classrooms. All surveys were administered during class time by a professional proctor and took approximately 20 minutes, on average, to complete. All responses to the survey are confidential no student is identified in any way on any of the questionnaires. The proctor explained the survey procedure to the students, then distributed the questionnaires, which were filled out by the students at their own pace. After students completed the survey, they turned it in to the proctor, who collected the surveys and sent them to GfK Roper for data processing. Weighting Completed interviews were weighted by age within gender to match state norms and to help ensure a reliable and accurate representation of the target population. Sampling Error All samples are subject to some degree of sampling error that is, statistical results obtained from a sample can be expected to differ somewhat from results that would be obtained if every member of the target population were interviewed. At the 95% confidence level, margins of error are, on average: 2,821 teens: +/- 2 percentage points Reading Notes For tabulation purposes, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total significantly more than 100%, depending on the number of different responses offered by each respondent. Similarly, when only selected responses are shown, percentages may total less than 100%. Asterisks (*) are used when percentages fall below 0.5%. A dash (-) indicates 0%. Trend data referred to in the text can be found in tables in the report Appendix The Meth Project 11

12 Statistically significant differences (at the 95% confidence level) within populations between surveys are noted in the Appendix tables with an a, b, c, or d following proportions that are significantly higher than the corresponding proportion in the column falling under the letter heading. Differences noted that are not statistically significant at the 95% confidence level are so noted with an ns following the citation The Meth Project 12

13 1. Awareness and Perceptions of Meth 1.1. Awareness and Perceived Availability Awareness of various illicit drugs Awareness of a number of drugs among teens has remained high since the 2007 benchmark. Awareness of marijuana (98%), cocaine (96%), meth (94%), and heroin (92%) remains high, and awareness of each of these drugs is comparable to Awareness of ecstasy (74%) is similar to Awareness of amphetamines (67%) is down from 2007, while awareness of LSD (59%) has returned to the 2007 level. Students in advanced grades are more likely to have heard of ecstasy, LSD, heroin, and amphetamines than are younger students. Marijuana and cocaine are wellknown by students in all grades, as is meth; awareness of meth ranges from 91% of seventh graders to 97% of twelfth graders. Awareness of Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Marijuana, also known as pot or weed 97 98a Cocaine Methamphetamines, also known as meth, crack, crystal, glass, ice, or tina Heroin Ecstasy Amphetamines, also known as speed or white cross 72b 67 LSD None of these 1 1 Before this survey, which of the following drugs had you heard of? (Teens: Q8) 2011 The Meth Project 13

14 Perceived ease of acquiring various illicit drugs Nearly a quarter of teens (22%) report that meth would be easy to acquire, down 8 points (from 30%). Teens are less likely to say it would be easy for them to acquire cocaine (26%, down 3 points from 2007). The ease of acquiring marijuana (55%) and heroin (19%) have remained largely stable over time. As in the past, older students are more apt than younger students to say each drug is at least somewhat easy to acquire. In 2010, 11% say someone has offered them, or tried to get them to try, meth; this is down from 14% in the benchmark. Perceived Ease of Acquiring Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Marijuana Easy (very/somewhat) Difficult (very/somewhat) Meth Easy (very/somewhat) 30b 22 Difficult (very/somewhat) 43 51a Cocaine Easy (very/somewhat) 29b 26 Difficult (very/somewhat) 42 45a Heroin Easy (very/somewhat) Difficult (very/somewhat) How difficult, or easy, do you think it would be for you to get each of the following types of drugs? (Teens: Q13) 2011 The Meth Project 14

15 Whether or Not Have Personally Been Offered Meth Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Yes 14b 11 No 86 88a Has anyone ever offered you or tried to get you to use meth? (Teens: Q17) 2011 The Meth Project 15

16 1.2. Perceived Risks and Benefits of Meth Usage Perceived overall risk of taking various illicit drugs In this survey, Idaho teens are more likely than in the past to see risk in taking meth. Most say there is great or moderate risk in trying meth once or twice (82%, up 5 points from the 2007 benchmark) or regularly (88%, stable since the benchmark), and the majority say there is great risk in trying the drug once or twice (65%, up 10 points since the benchmark) or regularly (85%, up 2 points, ns). Compared to the risk associated with meth, teens are less likely to believe there is great risk in trying other illicit drugs asked about: trying heroin once or twice (59%, up 4 points from the 2007 benchmark) or regularly (81%, as in the benchmark); trying cocaine once or twice (58%, up 5 points from the 2007 benchmark) or regularly (79%, down 1 point, ns); or trying marijuana once or twice (40%, unchanged from the benchmark) or regularly (54%, down 4 points). Between 2007 and 2010, there has been a decrease in the proportion of teens who say there is little or no risk in trying meth once or twice (down 4 points); the proportion saying there is little or no risk in using meth regularly is up 1 point, ns. For heroin, there is a decrease in the proportion of teens who say there is little or no risk in trying it once or twice (down to 16% from 19%); the number saying regular heroin use presents little or no risk remains unchanged at 10%. The proportion of teens who say trying cocaine carries little or no risk has in the 2010 reading not changed significantly from Those who say using marijuana regularly carries little or no risk is up 4 points between 2007 and The Meth Project 16

17 Base: Total respondents. Perceived Risks of Taking Various Illicit Drugs (Unweighted base) (3,091) (2,821) a b % % Meth Once or twice Great risk 55 65a Great/moderate risk 77 82a Little/no risk 20b 16 Regularly Great risk Great/moderate risk Little/no risk 9 10 Heroin Once or twice Great risk 55 59a Great/moderate risk 79 82a Little/no risk 19b 16 Regularly Great risk Great/moderate risk Little/no risk Cocaine Once or twice Great risk 53 58a Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk 9 11 Marijuana Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk Please indicate how much risk, if any, you think there is involved in each of the following activities. (Teens: Q10) 2011 The Meth Project 17

18 Perceived specific risks of trying meth once Respondents were presented with a list of 14 potentially negative risks that could arise in trying meth once and were asked to rate whether there would be great, moderate, only a little, or no risk of each result occurring to a person who tries meth just once. There is near consensus among teens that there is at least a moderate risk of each outcome occurring, and solid majorities agree there is great risk of each outcome. The number who see great risk in the potential negative results or situations from trying meth once has risen considerably on every item since the benchmark in 2007: Suffering tooth decay (65%, up 17 points) Not taking care of hygiene (67%, up 16 points) Stealing (70%, up 16 points) Losing control of themselves (78%, up 15 points) Suffering brain damage (73%, up 15 points) Dying (65%, up 15 points) Getting insomnia or not being able to sleep (64%, up 15 points) Becoming paranoid (64%, up 14 points) Becoming violent (64%, up 14 points) Making their problems worse (77%, up 13 points) Having sex with someone they don t want to (71%, up 13 points) Being a negative influence on a younger brother or sister (83%, up 11 points) Turning into someone they don t want to be (80%, up 11 points) Getting hooked on meth (81%, up 10 points) Peers and social disapproval of meth play an important role in teens understanding of the risks of meth use. Idaho teens who report that their friends would give them a hard time for using meth are more likely to consider 13 of the 14 potential negative results or situations to be a great risk of trying meth once. At the same time, Idaho teens with close friends who have tried meth are less likely than other teens to consider 13 of the 14 potential negative results or situations to be a great risk of trying meth once The Meth Project 18

19 Perceived Risks of Trying Meth Once Base: Total respondents. Being a negative influence on a younger brother/sister (3,091) (2,821) a b % % Great risk 72 83a Great/moderate risk 88 92a Little/no risk 10b 6 Turning into someone they don't want to be Great risk 69 80a Great/moderate risk 85 91a Little/no risk 13b 7 Getting hooked on meth Great risk 71 81a Great/moderate risk 89 93a Little/no risk 9b 6 Making their problems worse Great risk 64 77a Great/moderate risk 84 90a Little/no risk 13b 8 Losing control of themselves Great risk 63 78a Great/moderate risk 83 90a Little/no risk 14b 7 Having sex with someone they don't want to Great risk 58 71a Great/moderate risk 81 88a Little/no risk 16b 10 Suffering brain damage Great risk 58 73a Great/moderate risk 79 87a Little/no risk 19b 11 Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) Continues 2011 The Meth Project 19

20 Perceived Risks of Trying Meth Once (Cont d.) Base: Total respondents. Stealing (3,091) (2,821) a b % % Great risk 54 70a Great/moderate risk 79 88a Little/no risk 19b 10 Becoming violent Great risk 50 64a Great/moderate risk 79 87a Little/no risk 19b 11 Becoming paranoid Great risk 50 64a Great/moderate risk 79 86a Little/no risk 18b 12 Getting insomnia or not being able to sleep Great risk 49 64a Great/moderate risk 76 85a Little/no risk 21b 13 Stop taking care of their hygiene Great risk 51 67a Great/moderate risk 76 85a Little/no risk 22b 12 Dying Great risk 50 65a Great/moderate risk 71 83a Little/no risk 27b 15 Suffering tooth decay Great risk 48 65a Great/moderate risk 70 81a Little/no risk 27b 16 Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) 2011 The Meth Project 20

21 Perceived benefits of taking meth Few teens agree that meth offers benefits to the user and, compared with the 2007 benchmark, more Idaho teens in 2010 disagree (somewhat or strongly) that meth: Makes you feel euphoric or very happy (64%, up 7 points) Gives you energy (70%, up 6 points) Makes you feel attractive (82%, up 6 points) Helps you deal with boredom (70%, up 5 points) Helps you lose weight (58%, up 4 points) Makes you more popular (85%, up 3 points) Helps you escape your problems (82%, up 3 points) Makes you intelligent (90%, up 3 points) Helps you study (89%, up 3 points). Peer disapproval of meth correlates with teens disagreement with statements about supposed benefits of meth use. Idaho teens who report that their friends would give them a hard time for using meth are more likely to disagree with eight of the nine perceived benefits of meth use. At the same time, Idaho teens with close friends who have tried meth are less likely than other teens to disagree that each of the nine perceived benefits of meth use is a benefit of meth use The Meth Project 21

22 Perceived Benefits of Meth Use Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Makes you intelligent Agree (strongly/somewhat) 2 2 Disagree (strongly/somewhat) 87 90a Helps you study Agree (strongly/somewhat) 3 3 Disagree (strongly/somewhat) 86 89a Makes you more popular Agree (strongly/somewhat) 5 4 Disagree (strongly/somewhat) 82 85a Helps you escape your problems Agree (strongly/somewhat) 9 8 Disagree (strongly/somewhat) 79 82a Makes you feel attractive Agree (strongly/somewhat) 7b 5 Disagree (strongly/somewhat) 76 82a Gives you energy Agree (strongly/somewhat) 17b 14 Disagree (strongly/somewhat) 64 70a Helps you deal with boredom Agree (strongly/somewhat) Disagree (strongly/somewhat) 65 70a Makes you feel euphoric or very happy Agree (strongly/somewhat) 22b 19 Disagree (strongly/somewhat) 57 64a Helps you lose weight Agree (strongly/somewhat) Disagree (strongly/somewhat) 54 58a Whether or not you or someone you know uses meth, we would like your ideas. Please indicate how much you agree or disagree with the following statements about meth. (Teens: Q9) 2011 The Meth Project 22

23 1.3. Social Approval of Meth Usage Among Idaho teens, there is widespread disapproval of meth use. Most strongly disapprove of using the drug once or twice (88%, up 8 points from the 2007 benchmark) or regularly (92%, up 3 points from 2007). The number of teens that strongly disapprove of using heroin and cocaine is also higher in 2010 than in For heroin, 86% strongly disapprove of trying the drug once or twice, up from 80% in the benchmark, and 91% strongly disapprove of regularly using heroin, up from 88%. For cocaine, 83% strongly disapprove of trying the drug once or twice, up from 77% in the benchmark, and 88% say they strongly disapprove of regularly using the drug, up from 86%. For marijuana, however, disapproval in 2010 is comparable to that in the 2007 benchmark (60% disapprove of trying marijuana once or twice compared to 59%, ns; 67% disapprove of using the drug regularly compared to 69% in 2007, ns). Nearly three in four (73%, stable since the benchmark) teens agree their friends would give them a hard time if they, themselves, should ever use meth. This figure is higher among females (75%) than males (70%); the same pattern was seen in the benchmark survey. The number saying friends would give them a hard time if they used meth is higher among older students than among younger students; this pattern was seen previously as well. Further, two in three (65%) Idaho teens say they have told friends not to use meth, up 8 points since the 2007 benchmark. Females (70%) are more likely than males (61%) to report that they have told friends not to use meth; this pattern was seen in the benchmark surveys The Meth Project 23

24 Social Approval of Using Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Meth Once or twice Strongly disapprove 80 88a Strongly/somewhat approve 4 3 Regularly Strongly disapprove 89 92a Strongly/somewhat approve 3 3 Heroin Once or twice Strongly disapprove 80 86a Strongly/somewhat approve 4 3 Regularly Strongly disapprove 88 91a Strongly/somewhat approve 3 3 Cocaine Once or twice Strongly disapprove 77 83a Strongly/somewhat approve 5 5 Regularly Strongly disapprove 86 88a Strongly/somewhat approve 4 4 Marijuana Once or twice Strongly disapprove Strongly/somewhat approve Regularly Strongly disapprove Strongly/somewhat approve Please indicate how much you approve or disapprove of the following activities. (Teens: Q12) 2011 The Meth Project 24

25 Peer Approval of Using Meth -Teens - Base: Total respondents (n=2,821) My friends would give me a hard time for using meth 73% I have told friends not to use meth 66% Would your friends give you a hard time for using meth? (Teens: Q16) Have you told your friends not to use meth? (Teens: Q18) 2011 The Meth Project 25

26 2. Meth Use 2.1. Peer and Family Usage One in ten (10%) Idaho teens says he or she has close friends who use meth. About one in twenty (6%) has friends who have been in treatment for using meth (down 2 points since the 2007 benchmark). Sixteen percent of teens (stable since the benchmark) say they have family members who have been in treatment for meth use. Among those with close friends who have tried meth, 17% report that they have tried meth themselves, 34% say they have friends who have been in treatment for using meth, and 39% report that a family member has been treated for meth use The Meth Project 26

27 Usage/Treatment Among Friends and Family Base: Total respondents (n=2,821) Have close friends who use meth 10% Friends have been in treatment for meth 6% Family members have been in treatment for meth 16% Do you have any close friends who use meth? (Teens: Q14) Have any of your friends been in treatment for using meth? (Teens: Q15) Have any members of your family been in treatment for using meth? (Teens: Q21) 2011 The Meth Project 27

28 2.2. Personal Use of Meth Two percent of teens in 2010 report that they have tried meth, down 2 points since the 2007 benchmark. One in fifty Idaho teens (2%) says he or she used the drug in the past year and one in one hundred teens (1%) say they have used it in the past month. Emphasizing the sphere of meth s impact, Idaho teens who have close friends that have tried meth are 17 times more likely than teens who don t have friends who have tried the drug to report having tried meth themselves (17% vs. 1%). Meth Usage Among Teens Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % Have ever tried meth 4b 2 Have used meth in past year 2 2 Have used meth in past month 1 1 In your lifetime, have you ever tried meth? (Teens: Q23a) In the past year, have you used meth? (Teens: Q24a) In the past month, have you used meth? (Teens: Q24b) 2011 The Meth Project 28

29 3. Information Sources and Advertising Awareness 3.1. Parent-Child Discussions Six in ten Idaho teens (60%, up 4 points since the 2007 benchmark) say they have discussed the subject of meth with their parents in the past year. Moreover, the proportion of teens who say they have had such conversations more than once in the past year has increased from 37% in 2007 to 42% in Conversations about meth with parents are considerably more frequent among younger students than among older students. In addition, speaking with parents about meth may set the stage for keeping meth out of a teen s life. For example, Idaho teens who have spoken with their parents about meth once or more often in the past year are more likely than other teens to strongly disapprove of meth use (92% vs. 85%), are more likely to report ever having told friends not to use meth (73% vs. 55%), and are less likely to say they have friends who use meth. Frequency of Parent/Child Discussions About Meth Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % In the past year, my parents talked to me about meth Ever 56 60a Once More than once 37 42a Never 43b 38 In the past year, how often have your parents talked to you about meth? (Teens: Q19) 2011 The Meth Project 29

30 3.2. Key Information Sources Information sources Idaho teens would refer to in order to learn more about meth Of the items asked about, Idaho teens are most likely to say they would turn to the Internet (61%) or parents (61%) to learn about meth. Other sources include school (48%), friends (38%), television (33%), magazines (25%), and radio (17%). Compared to the 2007 benchmark, teens today are more likely to name school (up 3 points), television (up 3 points), and radio (up 4 points). Over that same period, however, Idaho teens have become less likely to name the Internet (down 7 points) and friends (down 3 points). Female students are more likely than male students to say they would turn to parents and friends for information about meth. Younger students are more likely than older students to refer to their parents for information about meth. Meanwhile, older students are more likely than younger students to turn to the Internet and to friends for information about meth. These patterns are consistent with the data reported in prior waves.. Base: Total respondents. Sources of Information About Meth (Unweighted base) (3,091) (2,821) a b % % The Internet, Websites 68b 61 Parents School 45 48a Television 30 33a Friends 41b 38 Magazines Radio 13 17a Other Don't know 12b 12 Which of the following sources, if any, would you go to in order to find information about meth? (Teens: Q22) 2011 The Meth Project 30

31 Perceived value of various information sources In the questionnaire, teens are given a list of potential sources of information and asked to rate how much they value the advice and/or opinions from each on a 5- point scale, where a 1 means highly valuable and 5 means not at all valuable. Of the sources listed, teens are most likely to give a 1 or 2 rating to athletes they respect (44%), the Internet (43%), and billboards outside (37%). About three in ten give such ratings to TV shows, news and movies (31%), TV commercials (30%), print ads in newspapers/magazines (30%), posters on buses, bus stops, or subways (29%), and movie actors they respect (29%). Slightly fewer give highest value ratings to the radio (26%) and to musicians (23%). Compared to the 2007 benchmark, Idaho teens are more likely to give a 1 or 2 rating to six of the sources asked about. The largest increases are for billboards (up 15 points), TV commercials (up 11 points), and posters on buses, bus stops, or subways (up 9 points). The value of the Internet as an information source in 2010 is identical to the level in the 2007 benchmark. As in the benchmark, males give a higher value to the advice or opinions of athletes I respect than do females The Meth Project 31

32 Perceived Value of Various Meth Information Sources % say 1 or 2 on 1-5 scale Base: Total respondents (Unweighted base) (3,091) (2,821) a b % % TV commercials/print ads/billboards/posters/radio (net) Top 1 rating 20 29a Top 1 or "2" rating 44 56a Internet sites Top 1 rating 25d 21 Top 1 or "2" rating Billboards outside Top 1 rating 9 19a Top 1 or "2" rating 22 37a Athletes I respect Top 1 rating Top 1 or "2" rating 41 44a TV commercials Top 1 rating 9 16a Top 1 or "2" rating 19 30a Print ads in newspapers or magazines Top 1 rating 11 13a Top 1 or "2" rating TV shows, news or movies Top 1 rating 12 14a Top 1 or "2" rating 28 31a Posters on buses, bus stops, or subways Top 1 rating 8 14a Top 1 or "2" rating 20 29a Movie actors I respect Top 1 rating Top 1 or "2" rating Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. (Teens: Q26) Continues 2011 The Meth Project 32

33 Perceived Value of Various Meth Information Sources (Cont d.) % say 1 or 2 on 1-5 point scale Base: Total respondents (Unweighted base) (3,091) (2,821) Radio a b % % Top 1 rating 8 11a Top 1 or "2" rating 18 26a Musicians I listen to Top 1 rating Top 1 or "2" rating Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. (Teens: Q26) 2011 The Meth Project 33

34 General awareness of meth-related public service advertising Anti-meth advertising is widespread in Idaho 93% of teens say they have seen or heard ads telling about the risks of meth, compared to 78% in 2007 before the Idaho Meth Project launched. In fact, 52% of teens have seen an ad at least once a week, up from 28% in Eight in ten (80%) have seen such ads at least once in the past month, up from 51% in In 2010, teens who have talked with their parents about meth are more likely than teens who have not had these conversations to report seeing anti-meth ads at least daily. Ads are most commonly seen or heard on television (79%), on billboards outside (76%), at school (75%), on the radio (56%), and on the Internet (51%). The number of teens exposed to the ads in various media has risen considerably since the 2007 benchmark, particularly via billboards, radio, TV commercials, and posters. Older students are more likely than younger students to report seeing or hearing anti-meth ads on TV, on billboards, on the Internet, and in print ads in newspapers or magazines, a pattern seen previously. Base: Total respondents. Frequency See/Hear Meth Public Service Advertising (Unweighted base) (3,091) (2,821) % % Not at all 21b 6 Ever 79 93a Less often than once a month 27b times a month 23 28a 1-3 times a week 16 25a Every day or almost every day 8 20a More than once a day 4 7a a b How frequently do you see or hear commercials or ads telling you about the risks of meth? (Teens: Q27) 2011 The Meth Project 34

35 Where See/Hear Meth Public Service Advertising Base: Total respondents (Unweighted base) (3,091) (2,821) % % TV commercials/billboards/radio/print ads/posters (net) 75 92a TV commercials 61 79a Billboards outside 33 76a School 72 75a Radio 33 56a Internet, websites Print ads in newspapers or magazines Posters on buses, bus stops 20 31a Movie theaters 16 22a Video rentals viewed at home a b Thinking about anti-drug campaigns, please think about all the different places you may have seen, heard, or read anti-drug information RECENTLY, including all the different kinds of advertising, sponsorship, and other activities that promote them. Have you seen or heard antimeth advertisements RECENTLY in any of the following? (Teens: Q28a) 2011 The Meth Project 35

36 4. Idaho Meth Project Awareness and Perceptions 4.1. Awareness of the Idaho Meth Project The Idaho Meth Project is well known in the state three in four teens (78%) say they had heard of the organization prior to taking the survey. Awareness of the Idaho Meth Project is higher among older students than among younger students. Awareness of Idaho Meth Project Prior to Taking Survey Base: Total respondents (n=2,821) Yes, aware of Idaho Meth Project Prior to Survey 78% Before this survey, had you ever heard of the Idaho Meth Project? (Teens: Q34) 2011 The Meth Project 36

37 4.2. Awareness of Television Advertising Advertisement 1: Boyfriend This ad, as described below in the survey instrument, is recognized by 54% of teens; 22% say they have seen it often. A young, strung-out teenager is sitting on a bed looking ashamed, with a shady-looking older man buttoning his pants. A female voice says, I love my boyfriend. We ve been together since like 8th grade. He s my best friend. He takes care of me. As the man smirks and leaves the room, he hands a bag of meth to a strung-out teenage boy on his way out of the motel room. The boy then takes the meth into the motel room and offers some to the crying girl. Advertisement 2: Mother Mother is recognized by 54% of teens as well; 21% say they have seen it often. A strung-out-looking young man rifles through a purse on the kitchen counter, looking over his shoulder. An older-looking woman obviously his mother enters and sees her son stealing from her. A male voice says, I m really close with my mom, I always have been. She s just always been there for me. I don t know She s my mom. As the mother tries to stop her son, he hits her and knocks her to the ground. As he tries to leave, the mother grabs his leg, pleading with him, but the young man kicks her away and goes out the door. Teens who have talked about meth with their parents are more likely than other teens to have seen both Boyfriend (56% versus 49%, respectively) and Mother (58% and 50%) The Meth Project 37

38 Frequency of Seeing Idaho Meth Project TV Ads Base: Total respondents (Unweighted base) (2,821) % TV ad 1: Boyfriend Have seen 54 Often 22 A few times 32 Have not seen 45 TV ad 2: Mother Have seen 54 Often 21 A few times 33 Have not seen 44 Have you seen or heard the above ad (Teens: Q29a-b) 2011 The Meth Project 38

39 4.3. Awareness of Radio Advertising Advertisement 1: Anthony This radio ad (text below) is recognized by 39% of teens; 10% say they have heard it often. I think my lowest point when I started using Meth was actually getting sexually abused. My name is Anthony, I am 15 years old, I am from Emmett, Idaho; I started doing Meth when I was 12. While I was on the run for four months, I went to this house and I was staying there and all s I remember is I just got done getting high and I then went into the bedroom; this guy started physically abusing me and he sexually abused me from there and I just felt sick and dirty and, Why d I put myself in that situation? and I blamed myself. I actually have thought of killing myself. It s ruined a lot of lives. That kind of thing people need to start realizing is with methamphetamine; you re killing somebody else s family and you re killing your family and you re killing yourself. Advertisement 2: Holly Holly is recognized by 36% of teens; 14% say they have heard it often. I went over to a house to sell Meth and they had kids and I remember it being one of the dirtiest houses I ve ever been to. I mean to where their electricity is turned off because they haven t paid their bills, their sewage is backed up, ash trays everywhere, dirty spoons for Meth lying all over. My name is Holly, I m 21 years old, I m from Eagle, Idaho; I started using Meth when I was 13. They were dope sick; when you come to that point when you haven t had Meth for a while your body hurts and you just want to scream, cause it is hell. So I went to their house to give them some and they locked their kids in the bathroom because they were screaming and crying. They were consumed with their high. So I sold them some drugs and I left. I came back two days later and their kids were still in the bathroom. Teens who have talked about meth with their parents are more likely than other teens to have heard both Anthony and Holly The Meth Project 39

40 Frequency of Hearing Idaho Meth Project Radio Ads Base: Total respondents (Unweighted base) (2,821) % Radio ad 1: Anthony Have heard 39 Often 10 A few times 29 Have not seen 59 Radio ad 2: Holly Have heard 36 Often 14 A few times 22 Have not seen 62 Have you seen or heard the above ad (Teens: Q30a-b) 2011 The Meth Project 40

41 4.4. Impressions and Effectiveness of Idaho Meth Project Advertisements Extent to which teens would like siblings/friends who are thinking about trying meth to see or hear ads About nine in ten Idaho teens (92%) say that if their brother, sister, or friend was thinking about trying meth, they would want that person to see or hear an Idaho Meth Project ad. Nearly eight in ten (78%) would definitely want that person to see or hear one of the Idaho Meth Project ads. Also, Idaho teens who have talked with their parents about meth are more likely to want a sibling or friend to be exposed to the ads than other teens surveyed (94% vs. 89%). Whether or Not Would Want Sibling or Friend to See/Hear Idaho Meth Ads Base: Total respondents (Unweighted base) (2,821) % Definitely/probably 92 I definitely would want them to see one of the ads 78 I probably would want them to see one of the ads 14 I probably would not want them to see one of the ads 2 I definitely would not want them to see one of the ads 3 Don t know 3 If your brother, sister, or a friend were thinking about trying meth, would you want them to see or hear one of the ads just described in questions 29a, 29b, 30a, and 30b? (Teens: Q31a) 2011 The Meth Project 41

42 Messages conveyed by the Idaho Meth Project ads The Idaho Meth Project s intended advertising messages about the dangers of meth appear to have been communicated to Idaho teens. In the 2010 advertising campaign, the core television message was how meth affected loved ones. Most teens (92%) agree the ads gave them the impression that meth will make them act in a way they would not want to act, while 91% agree meth affects many people s lives other than the user s, 88% agree meth is dangerous to try just once, 87% agree meth is more dangerous than they had originally thought, 87% agree meth will make them look different than they usually do, and 86% agree meth might cause problems in their town or school. Fewer than one in ten disagrees with each of these statements. Effectiveness of the Idaho Meth Project ads Moreover, teens report the ads may have had an impact on their behavior. At least three in four Idaho teens agree (strongly or somewhat) the Idaho Meth Project ads made them less likely to try or use meth (81%), while 79% agree the ads helped them understand that they can t try meth even once, and 77% agree the ads made them more aware of the risks of using the drug. Two in three (65%) agree the ads gave them new information or told them things they didn t know about meth. More than four in ten (46%) agree the ads made them want to talk to someone else about the risks of meth. However, more than four in ten (44%) agree the ads exaggerated the risks of using meth The Meth Project 42

43 Messages Conveyed by the Idaho Meth Project Advertisements Base: Total teens 2010 (Unweighted base) (2,821) The ads show that meth is dangerous to try just one time Strongly agree 75 Strongly/somewhat agree 88 Strongly/somewhat disagree 5 Neither agree nor disagree 5 The ads show that meth will make you act in a way you would not want to act Strongly agree 82 Strongly/somewhat agree 92 Strongly/somewhat disagree 3 Neither agree nor disagree 3 The ads show that meth will make you look different than you usually do Strongly agree 71 Strongly/somewhat agree 87 Strongly/somewhat disagree 4 Neither agree nor disagree 7 The ads show that meth affects many people's lives other than the user s Strongly agree 81 Strongly/somewhat agree 91 Strongly/somewhat disagree 3 Neither agree nor disagree 3 The ads show that meth is more dangerous to try than you originally thought Strongly agree 74 Strongly/somewhat agree 87 Strongly/somewhat disagree 4 Neither agree nor disagree 7 The ads show that problems with meth could happen in your town or school Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree % Please indicate how strongly you agree or disagree that the anti-meth ads or commercials described in questions gave you the following impressions. (Teens: Q32) 2011 The Meth Project 43

44 Effectiveness of the Idaho Meth Project Advertisements Base: Total teens 2010 (Unweighted base) (2,821) Gave me new information or told me things I didn't know about meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me more aware of the risks of using meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Helped me understand that you can't try meth even once Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me less likely to try or use meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Exaggerated the risks of using meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me want to talk to someone else about the risks of meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Please indicate how strongly you agree or disagree with the following statements about the anti-meth ads or commercials described in questions (Teens: Q33) % The Meth Project 44

45 Impact of Idaho Meth Project ads Beyond the messaging and effectiveness of the Idaho Meth Project ads, many of those who see or hear the ads say they engage in some type of follow-up behavior. To find out, teens aware of the Idaho Meth Project were asked about four potential responses to the ads. Over half say the ads prompted them to discuss the ads with someone they know (57%) and 54% report the ads caused them to tell someone not to use meth. More than four in ten teens (45%) report that the Idaho Meth Project ads caused them to talk to someone they know about the risk of meth. Idaho teens who have talked about meth with their parents are more likely than other teens to report that the Idaho Meth Project s ads caused them to talk about the ads, tell someone not to use meth, talk to someone they know about the risk of meth, and make the effort to find out more about meth on their own. Impact of the Idaho Meth Project Advertisements Base: Teens aware of the Idaho Meth Project (2,226) % Talk about the ads with someone you know 57 Tell someone not to use meth 54 Talk to someone you know about the risk of meth 45 Go find out more about meth 28 Thinking about the Idaho Meth Project ads you have seen or heard over the years, please indicate whether or not one or more of those ads have ever caused you to (Teens: Q35) 2011 The Meth Project 45

46 5. Focus on Teens at Greater Risk of Meth Usage 5.1. Definition of Greater-Risk Teens Idaho Meth Project strives to reach all teens within the target age group, it is particularly important, if the effort is to be effective, that the messages reach those most likely to try the drug. GfK Roper defines Greater-Risk teens as those who have not yet tried the drug but who match profiles on important variables of young adults (i.e., year-olds) who first tried or started using meth after age 17. Analyses of data from Idaho Meth Project young adults surveys completed in 2008 were used to help build the Greater- Risk Teens profile. A caveat: We recognize teens not identified as Greater Risk may in fact be at risk of trying meth at some time. Moreover, we recognize not all Greater-Risk Teens will try the drug. Our analysis led us to ascertain the best way to identify in our dataset Greater-Risk Teens is to screen them by the following variables: Have never tried meth and Live in households with a single parent or Consider regular meth use to carry slight or no risk or Have friends who use meth or have a friend or family member who has been treated for meth Teens who meet these criteria comprise 15% of the teen population in Idaho approximately the number of young adults who have tried the drug and this proportion has remained stable since An analysis of Greater-Risk Teens (compared to other teens) follows The Meth Project 46

47 5.2. Perceived Benefits of Taking Meth Like other teens, few Greater-Risk Teens agree there are benefits to taking meth. Since the launch of the Idaho Meth Project, Greater-Risk Teens have become more likely to disagree that meth gives you energy (56% in 2007, 62% in 2010), helps you deal with boredom (57% versus 63%, respectively), or makes you feel euphoric or very happy (50% versus 61%) The Meth Project 47

48 Perceived Benefits of Taking Meth Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) Makes you intelligent a b c d % % % % Agree (strongly/somewhat) Disagree (strongly/somewhat) c Helps you study Agree (strongly/somewhat) Disagree (strongly/somewhat) c Makes you more popular Agree (strongly/somewhat) Disagree (strongly/somewhat) c Helps you escape your problems Agree (strongly/somewhat) Disagree (strongly/somewhat) Makes you feel attractive Agree (strongly/somewhat) Disagree (strongly/somewhat) c Gives you energy Agree (strongly/somewhat) Disagree (strongly/somewhat) 56 62a* 67 73c Helps you deal with boredom Agree (strongly/somewhat) Disagree (strongly/somewhat) 57 63a* 68 72c Makes you feel euphoric or very happy Agree (strongly/somewhat) Disagree (strongly/somewhat) 50 61a 60 66c Helps you lose weight Agree (strongly/somewhat) Disagree (strongly/somewhat) Whether or not you or someone you know uses meth, we would like your ideas. Please indicate how much you agree or disagree with the following statements about meth (Teens: Q9) *Significant at the 90% confidence level The Meth Project 48

49 5.3. Perceived Risks of Taking Various Illicit Drugs Since the launch of the Meth Project in Idaho, Greater-Risk Teens, like other teens, have become significantly more likely to see great risk in trying meth once or twice (up 12 points from 36% in 2007 to 48% in 2010). In 2010, one in two Greater-Risk teens sees great risk in trying meth once or twice. During the 2007 to 2010 period, Greater-Risk Teens did not become more likely to see great risk in taking the other drugs asked about (e.g., heroin and cocaine) and became somewhat less likely to say there is risk in trying or regularly taking marijuana The Meth Project 49

50 Perceived Risks of Taking Various Illicit Drugs Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) Meth Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk Heroin Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk Cocaine Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk a b c d % % % % 36 48a 59 70c c d c c d c Please indicate how much risk, if any, you think there is involved in each of the following activities. (Teens: Q10) 2011 The Meth Project 50

51 Perceived Risks of Taking Various Illicit Drugs (Cont d.) Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) Marijuana Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk a b c d % % % % 28b* b a b 31 64d* 61 59b a 18 20c* Please indicate how much risk, if any, you think there is involved in each of the following activities. (Teens: Q10) *Significant at the 90% confidence level The Meth Project 51

52 5.4. Perceived Risks of Trying Meth Once The number of Greater-Risk Teens who see great risk in the 14 potential negative results or situations asked about has risen on every item since the benchmark in 2007: Suffering tooth decay (64%, up 20 points) Getting insomnia or not being able to sleep (62%, up 20 points) Dying (63%, up 19 points) Losing control of themselves (73%, up 18 points) Stealing (68%, up 17 points) Suffering brain damage (68%, up 17 points) Making their problems worse (73%, up 15 points) Not taking care of hygiene (61%, up 15 points) Getting hooked on meth (74%, up 13 points) Becoming paranoid (61%, up 13 points) Becoming violent (56%, up 12 points) Having sex with someone they don t want to (64%, up 10 points) Turning into someone they don t want to be (75%, up 7 points) Being a negative influence on a younger brother or sister (76%, up 6 points) During the same period, other teens also became more likely to agree such risks exist The Meth Project 52

53 Perceived Risks of Trying Meth Just Once Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (489) (456) (2,431) (2,216) a b c d % % % % Being a negative influence on a younger brother/sister Great risk 70 76a* 74 85c Great/moderate risk c Little/no risk d 4 Turning into someone they don t want to be Great risk 68 75a 70 83c Great/moderate risk c Little/no risk d 5 Getting hooked on meth Great risk 61 74a 74 83c Great/moderate risk 83 87a* 91 95c Little/no risk d 4 Making their problems worse Great risk 58 73a 67 79c Great/moderate risk 79 86a 87 92c Little/no risk 18b 12 11d 6 Losing control of themselves Great risk 55 73a 66 80c Great/moderate risk 79 85a 85 93c Little/no risk 18b 13 12d 5 Having sex with someone they don t want to Great risk 54 64a 60 73c Great/moderate risk c Little/no risk d 8 Suffering brain damage Great risk 51 68a 61 74c Great/moderate risk 74 83a 81 89c Little/no risk 23b 16 17d 9 Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) *Significant at the 90% confidence level The Meth Project 53

54 Perceived Risks of Trying Meth Just Once (Cont d.) Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) Stealing a b c d % % % % Great risk 51 68a 56 71c Great/moderate risk 75 84a 80 90c Little/no risk 23b 15 17d 8 Becoming violent Great risk 44 56a 52 66c Great/moderate risk 71 81a 81 89c Little/no risk 27b 17 17d 9 Becoming paranoid Great risk 48 61a 51 65c Great/moderate risk 75 83a 80 87c Little/no risk 22b 16 17d 10 Getting insomnia or not being able to sleep Great risk 42 62a 51 65c Great/moderate risk 70 80a 78 86c Little/no risk 27b 17 19d 11 Stop taking care of hygiene Great risk 46 61a 52 68c Great/moderate risk 72 82a 77 87c Little/no risk 26b 16 20d 11 Dying Great risk 44 63a 52 65c Great/moderate risk 67 79a 72 84c Little/no risk 31b 20 25d 14 Suffering tooth decay Great risk 44 64a 49 66c Great/moderate risk 64 77a 72 83c Little/no risk 32b 20 26d 15 Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) 2011 The Meth Project 54

55 5.5. Social Disapproval of Meth Use Since the launch of the Idaho Meth Project, Greater-Risk Teens have become significantly more likely to disapprove of meth use. Today, most strongly disapprove of taking the drug once or twice (88%, up 13 points since the 2007 benchmark, versus 90% for Other Teens, up 7 points since 2007) or regularly (93%, up 6 points, identical to 93% for Other Teens, up 1 point, ns). The number of Greater-Risk Teens who strongly disapprove of heroin use is also higher in 2010 than in 2007, as 85% strongly disapprove of taking the drug once or twice, up from 77% in the benchmark, and 91% strongly disapprove of regularly using heroin, up from 86%. Further, Greater-Risk Teens say they have told friends not to use meth more frequently than have Other Teens (76% and 64% respectively.) Three in four Greater-Risk Teens (76%) say they have told friends not to use meth, up 7 points since the 2007 benchmark The Meth Project 55

56 Social Approval of Using Various Illicit Drugs Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) Meth Once or twice a b c d % % % % Strongly disapprove 75 88a 83 90c Strongly/somewhat approve 4b* Regularly Strongly disapprove 87 93a 92 93c* Strongly/somewhat approve 4b Heroin Once or twice Strongly disapprove 77 85a 84 87c Strongly/somewhat approve Regularly Strongly disapprove 86 91a Strongly/somewhat approve Cocaine Once or twice Strongly disapprove c Strongly/somewhat approve Regularly Strongly disapprove Strongly/somewhat approve Marijuana Once or twice Strongly disapprove Strongly/somewhat approve Regularly Strongly disapprove Strongly/somewhat approve Please indicate how much do you approve or disapprove of the following activities. (Teens: Q12) *Significant at the 90% confidence level The Meth Project 56

57 Telling Friends Not to Use Meth Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) a b c d % % % % I have told friends not to use meth 69 76a 56 64c Have you told your friends not to use meth? (Teens: Q18) 2011 The Meth Project 57

58 5.6. General Awareness of Anti-Meth Advertising Anti-meth advertising is today seen or heard at least once a week by 57% of Greater-Risk Teens in Idaho, which is up significantly since 2007, prior to the Idaho Meth Project launch (33%). Eight in ten (82%) have seen such ads at least once in the past month, up from 53% in Ads are commonly seen or heard by Greater-Risk Teens on billboards outside (71%, up 36 points since 2007), on television (80%, up 21 points), on the radio (55%, up 21 points), on posters, buses or bus stops (34%, up 12 points), and in print ads (46%, stable since 2007). Frequency See/Hear Meth Public Service Advertising Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) a b c d % % % % Not at all 19b 8 21d 5 Less than once a month 26b 9 27d times a month 20 25a* 24 29c 1-3 times a week 18 23a* 15 26c Every day or almost every day 10 22a 8 21c More than once a day 5 12a 4 6c How frequently do you see or hear commercials or ads telling you about the risks of meth? (Teens: Q27) *Significant at the 90% confidence level The Meth Project 58

59 Where See/Hear Meth Public Service Advertising Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) TV commercials/billboards/radio/print ads/posters (net) TV commercials Billboards outside Radio Print ads in newspapers or magazines Posters on buses, bus stops, or subways a b c d % % % % 76 89a 75 93c 59 80a 62 80c 35 71a 32 78c 34 55a 33 56c a 19 31c Thinking about anti-drug campaigns, please think about all the different places you may have seen, heard or read anti-drug information RECENTLY, including all the different kinds of advertising, sponsorship and other activities that promote them. Have you seen or heard anti-meth advertisements RECENTLY in any of the following? (Teens: Q28a) 2011 The Meth Project 59

60 5.7. Perceived Value of Various Meth Information Sources Of the sources used by the Idaho Meth Project to convey their messages, Greater- Risk teens became more likely to assign top 1 or 2 value rating to: Billboards outside (38%, up 18 points since 2007) TV commercials (31%, up 16 points) Posters on buses, bus stops, or subways (29%, up 11 points) Radio (27%, up 11 points) Print ads in newspapers or magazines (31%, up 5 points, ns) Similar changes were seen among other teens The Meth Project 60

61 Perceived Value of Various Meth Information Sources % say 1 or 2 on 1-5 point scale Base: Total respondents who have never used meth. Greater-Risk Teens Other Teens (Unweighted base) (489) (456) (2,431) (2,216) a b c d % % % % TV commercials/print ads/billboards/posters/radio (net) Top 1 rating 20 32a 19 28c Top 1 or "2" rating 41 56a 45 56c Billboards outside Top 1 rating 8 19a 9 19c Top 1 or "2" rating 20 38a 22 38c TV commercials Top 1 rating 9 16a 9 16c Top 1 or "2" rating 15 31a 20 31c Print ads in newspapers or magazines Top 1 rating c Top 1 or "2" rating Posters on buses, bus stops, or subways Top 1 rating 7 17a 8 14c Top 1 or "2" rating 18 29a 21 30c Radio Top 1 rating 8 12a 7 10c Top 1 or "2" rating 16 27a 19 25c Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. (Teens: Q26) 2011 The Meth Project 61

62 5.8. Messages conveyed by the Idaho Meth Project ads The Idaho Meth Project s messages seem to have been communicated to Greater- Risk Idaho teens. Most agree (strongly or somewhat) the ads as described gave them the impression that meth will make them act in a way they would not want to act (87%), affects many people s lives other than the user s (87%), is dangerous to try just once (85%), that meth-related problems could happen in their town or school (84%), meth is more dangerous than they had originally thought (83%), and that meth will make you look different than you usually do (82%). Moreover, at least half of Greater-Risk Idaho teens agree (strongly or somewhat) the Idaho Meth Project ads, as described in the questionnaire, made them less likely to try or use meth (75%), helped them understand that they can t try meth even once (70%), made them more aware of the risks of using meth (68%), gave them new information or told them things they didn t know about meth (59%), or made them want to talk to someone else about the risks of meth (48%). However, four in ten (41%) agree the ads exaggerated the risks of using meth The Meth Project 62

63 Messages Conveyed by the Idaho Meth Project Advertisements -Teens- Base: Total respondents who have never used meth Greater-Risk Teens Other Teens (Unweighted base) (456) (2,216) The ads show that meth is dangerous to try just one time Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree The ads show that meth will make you act in a way you would not want to act Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree The ads show that meth will make you look different than you usually do Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree The ads show that meth affects many people s lives other than the user s Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree The ads show that meth is more dangerous to try than you originally thought Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree The ads show that problems with meth could happen in your town or school Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree a b % % 71 76a 85 90a 7b 4 7b* a 87 94a 3 2 7b a 82 89a 6b 4 10b a 87 93a 5b 2 5b a 83 89a 6b 3 9b a 6b* Please indicate how strongly you agree or disagree that the anti-meth ads or commercials described in questions 29a, b and 30a, b gave you the following impressions. (Teens: Q32) *Significant at the 90% confidence level The Meth Project 63

64 Effectiveness of the Idaho Meth Project Advertisements -Teens- Base: Total respondents who have never used meth. Greater-Risk Teens Other Teens (Unweighted base) (456) (2,216) Gave me new information or told me things I didn t know about meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me more aware of the risks of using meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Helped me understand that you can't try meth even once Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me less likely to try or use meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Exaggerated the risks of using meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree Made me want to talk to someone I know about the risks of meth Strongly agree Strongly/somewhat agree Strongly/somewhat disagree Neither agree nor disagree a b % % a 20b a 68 80a 14b 7 15b a 70 82a 12b 6 13b a 75 84a 10b 5 12b b 16 34b* Please indicate how strongly you agree or disagree that the anti-meth ads or commercials described in questions 29a, b and 30a, b. (Teens: Q33) *Significant at the 90% confidence level The Meth Project 64

65 5.9. Impact of Idaho Meth Project ads Over half of Greater-Risk Teens say the Idaho Meth Project ads caused them to discuss the ads with someone they know (54%). More than four in ten (45%) report that the ads caused them to talk to someone they know about the risks of meth use. Greater-Risk Teens are more likely than Other Teens to tell someone not to use meth (61% and 53% respectively). Over one in three Idaho Greater-Risk Teens (36%) say the Idaho Meth Project ads caused them to go find out more about meth, compared to 26% of Other Teens. Impact of the Idaho Meth Project Advertisements Base: Teens aware of the Idaho Meth Project and who have never used meth The ads caused me to Greater-Risk Teens Other Teens (363) (1,749) a b % % Talk about the ads with someone I know Tell someone not to use meth 61b 53 Talk to someone you know about the risk of meth Go find out more about meth 36b 26 Thinking about the Idaho Meth Project ads you have seen or heard over the years, please indicate whether or not one or more of those ads have ever caused you to (Teens: Q35) 2011 The Meth Project 65

66 Appendix 1: Sample Demography Year-Olds (Unweighted base) (2,821) Weighted % Unweighted N Sex Male 51 1,422 Female 49 1,396 Age , ,509 Grade level 7th grade th grade th grade th grade th grade th grade Ethnicity White 77 2,127 Hispanic/Latino African American 5 69 American Indian/Native American 3 99 Asian 3 78 Other Rather not say/refused The Meth Project 66

67 Appendix 2: Trend Data Awareness of Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Marijuana, also known as pot or weed a 98a Cocaine ab 96 Methamphetamines, also known as meth, crack, crystal, glass, ice, or tina 93 95a 96a 94 Heroin a 92 Amphetamines, also known as speed or white cross 72cd Ecstasy 72 75ac 71 74c LSD 60 63d None of these Before this survey, which of the following drugs had you heard of? (Teens: Q8) 2011 The Meth Project 67

68 Perceived Ease of Acquiring Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Marijuana Easy (very/somewhat) 55 56c Difficult (very/somewhat) ab 26b Meth Easy (very/somewhat) 30bcd 27cd Difficult (very/somewhat) ab 51ab Cocaine Easy (very/somewhat) 29bcd Difficult (very/somewhat) a 45a Heroin Easy (very/somewhat) Difficult (very/somewhat) How difficult, or easy, do you think it would be for you to get each of the following types of drugs? (Teens: Q13) 2011 The Meth Project 68

69 Whether or Not Have Personally Been Offered Meth Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Yes 14d No ab Has anyone ever offered you or tried to get you to use meth? (Teens: Q17) 2011 The Meth Project 69

70 Perceived Benefits of Taking Meth Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) Makes you intelligent a b c d % % % % Agree (strongly/somewhat) Disagree (strongly/somewhat) ab 90ab Helps you study Agree (strongly/somewhat) Disagree (strongly/somewhat) ab 89ab Makes you more popular Agree (strongly/somewhat) Disagree (strongly/somewhat) ab 85ab Helps you escape your problems Agree (strongly/somewhat) Disagree (strongly/somewhat) ab Makes you feel attractive Agree (strongly/somewhat) 7d 7d 6 5 Disagree (strongly/somewhat) ab 82ab Gives you energy Agree (strongly/somewhat) 17d Disagree (strongly/somewhat) ab 70ab Helps you deal with boredom Agree (strongly/somewhat) Disagree (strongly/somewhat) a 70a Makes you feel euphoric or very happy Agree (strongly/somewhat) 22cd Disagree (strongly/somewhat) a 64ab Helps you lose weight Agree (strongly/somewhat) Disagree (strongly/somewhat) ab Whether or not you or someone you know uses meth, we would like your ideas. Please indicate how much you agree or disagree with the following statements about meth. (Teens: Q9) 2011 The Meth Project 70

71 Perceived Risks of Taking Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) Meth Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk Heroin Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk Cocaine Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk a b c d % % % % 55 63a 66a 65a 77 82a 82a 82a 20bcd 14 17b b 8 10b 10b 55 58a 60a 59a 79 82a 82a 82a 19bcd a 59a 58a b b b Please indicate how much risk, if any, you think there is involved in each of the following activities. (Teens: Q10) 2011 The Meth Project 71

72 Perceived Risks of Taking Various Illicit Drugs (Cont d.) Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) Marijuana Once or twice Great risk Great/moderate risk Little/no risk Regularly Great risk Great/moderate risk Little/no risk a b c d % % % % b b 60d d 74d ab Please indicate how much risk, if any, you think there is involved in each of the following activities. (Teens: Q10) 2011 The Meth Project 72

73 Perceived Risks of Trying Meth Once Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Being a negative influence on a younger brother/sister Great risk 72 80a 84ab 83ab Great/moderate risk 88 91a 94abd 92a Little/no risk 10bcd Turning into someone they don't want to be Great risk 69 78a 81ab 80a Great/moderate risk 85 90a 93ab 91a Little/no risk 13bcd Getting hooked on meth Great risk 71 78a 82ab 81ab Great/moderate risk 89 92a 94ab 93a Little/no risk 9bcd Making their problems worse Great risk 64 75a 76a 77a Great/moderate risk 84 88a 91ab 90a Little/no risk 13bcd Losing control of themselves Great risk 63 74a 78ab 78ab Great/moderate risk 83 89a 91a 90a Little/no risk 14bcd Having sex with someone they don't want to Great risk 58 66a 73ab 71ab Great/moderate risk 81 86a 89ab 88a Little/no risk 16bcd 11c 9 10 Suffering brain damage Great risk 58 70a 74ab 73a Great/moderate risk 79 86a 89ab 87a Little/no risk 19bcd Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) 2011 The Meth Project 73

74 Perceived Risks of Trying Meth Once (Cont d.) Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) Stealing a b c d % % % % Great risk 54 65a 67a 70ab Great/moderate risk 79 85a 87a 88ab Little/no risk 19bcd Becoming violent Great risk 50 59a 63ab 64ab Great/moderate risk 79 86a 88ab 87a Little/no risk 19bcd Becoming paranoid Great risk 50 61a 64a 64ab Great/moderate risk 79 85a 87a 86a Little/no risk 18bcd Getting insomnia or not being able to sleep Great risk 49 59a 63ab 64ab Great/moderate risk 76 83a 86ab 85a Little/no risk 21bcd Stop taking care of hygiene Great risk 51 62a 68ab 67ab Great/moderate risk 76 84a 88abd 85a Little/no risk 22bcd Dying Great risk 50 63a 66a 65a Great/moderate risk 71 81a 84ab 83a Little/no risk 27bcd Suffering tooth decay Great risk 48 61a 68ab 65ab Great/moderate risk 70 80a 85abd 81a Little/no risk 27bcd 17c 13 16c Please indicate how much risk you think there is that each of the following would happen to someone who tries meth once. (Teens: Q11) 2011 The Meth Project 74

75 Social Approval of Using Various Illicit Drugs Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Meth Once or twice Strongly disapprove 80 83a 87ab 88ab Strongly/somewhat approve 4c Regularly Strongly disapprove ab 92ab Strongly/somewhat approve 3c 3c 2 3 Heroin Once or twice Strongly disapprove ab 86ab Strongly/somewhat approve 4c Regularly Strongly disapprove ab 91ab Strongly/somewhat approve 3c 3c 2 3 Cocaine Once or twice Strongly disapprove ab 83ab Strongly/somewhat approve Regularly Strongly disapprove abd 88ab Strongly/somewhat approve 4bc 3 3 4bc Marijuana Once or twice Strongly disapprove ab 60 Strongly/somewhat approve Regularly Strongly disapprove bd 67 Strongly/somewhat approve 11 13c 10 13c Please indicate how much do you approve or disapprove of the following activities. (Teens: Q12) 2011 The Meth Project 75

76 Peer Approval of Using Meth Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % My friends would give me a hard time for using meth I have told friends not to use meth a 66ab Would your friends give you a hard time for using meth? (Teens: Q16) Have you told your friends not to use meth? (Teens: Q18) Whether or Not People Close to Respondent Have Tried Meth Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Have close friends who have tried meth 11c 11c 9 10 Have close friends who have been treated for meth 8cd Have family members who have been treated for meth Do you have any close friends who use meth? (Teens: Q14) Have any of your friends been in treatment for using meth? (Teens: Q15) Have any members of your family been in treatment for using meth? (Teens: Q21) 2011 The Meth Project 76

77 Meth Usage Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Have ever tried meth 4bcd Have used meth in past year Have used meth in past month In your lifetime, have you ever tried meth? (Teens: Q23a) In the past year, have you used meth? (Teens: Q24a) In the past month, have you used meth? (Teens: Q24b) Frequency of Parent/Child Discussions About Meth in Past Year Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Ever ab 60ab Once More than once 37 40a 44ab 42a Never 43bcd 40c In the past year, how often have your parents talked to you about meth? (Teens: Q19) 2011 The Meth Project 77

78 Sources of Information About Meth Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % The Internet, Websites 68d 71ad 70d 61 Parents 60 64ad School 45 49a 46 48a Television a 33a Friends 41d Magazines Radio 13 15a 17a 17a Other Don't know 12b 9 11b 12b Which of the following sources, if any, would you go to in order to find information about meth? (Teens: Q22) 2011 The Meth Project 78

79 Perceived Value of Various Meth Information Sources % say 1 or 2 on 1-5 point scale Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % TV commercials/print ads/billboards/posters/radio (net) Top 1 rating 20 25a 32abd 29ab Top 1 or "2" rating 44 52a 59ab 56ab Internet sites Top 1 rating 25d 25d 25d 21 Top 1 or "2" rating 43 46d 49ad 43 Billboards outside Top 1 rating 9 11a 20ab 19ab Top 1 or "2" rating 22 26a 41abd 37ab Athletes I respect Top 1 rating abd 24 Top 1 or "2" rating ab 44a TV commercials Top 1 rating 9 16a 20abd 16a Top 1 or "2" rating 19 32a 37abd 30a Print ads in newspapers or magazines Top 1 rating a 13a Top 1 or "2" rating 28 31a 31a 30 TV shows, news or movies Top 1 rating 12 15a 14a 14a Top 1 or "2" rating 28 32a 34ad 31a Posters on buses, bus stops, or subways Top 1 rating ab 14ab Top 1 or "2" rating 20 23a 32ab 29ab Movie actors I respect Top 1 rating a 14 Top 1 or "2" rating ab 29 Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. (Teens: Q26) Continues 2011 The Meth Project 79

80 Perceived Value of Various Meth Information Sources (Cont d.) % say 1 or 2 on 1-5 point scale Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) Radio a b c d % % % % Top 1 rating ab 11ab Top 1 or "2" rating 18 21a 27ab 26ab Musicians I listen to Top 1 rating b 12 Top 1 or "2" rating abd 23 Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. (Teens: Q26) 2011 The Meth Project 80

81 Frequency See/Hear Meth Public Service Advertising Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Not at all 21bcd 7c 5 6 Less than once a month 27bcd bc 1-3 times a month abc 1-3 times a week 16 26a 27a 25a Every day or almost every day 8 23ad 23ad 20a More than once a day 4 9ad 10ad 7a How frequently do you see or hear commercials or ads telling you about the risks of meth? (Teens: Q27) 2011 The Meth Project 81

82 Where See/Hear Meth Public Service Advertising Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % TV commercials/billboards/radio/print ads/posters (net) 75 90a 93ab 92ab TV commercials 61 84ad 83ad 79a Billboards outside 33 48a 75ab 76ab School 72 76a 73 75a Radio 33 51a 59ab 56ab Internet, websites 51 59ad 56ad 51 Print ads in newspapers or magazines Posters on buses, bus stops, or subways ab 31ab Movie theaters 16 21a 22a 22a Video rentals viewed at home 17 19d 18d 15 Thinking about anti-drug campaigns, please think about all the different places you may have seen, heard or read anti-drug information RECENTLY, including all the different kinds of advertising, sponsorship and other activities that promote them. Have you seen or heard anti-meth advertisements RECENTLY in any of the following? (Teens: Q28a) 2011 The Meth Project 82

83 Recall of Idaho Meth Project Base: Total respondents (Unweighted base) (3,091) (2,590) (2,641) (2,821) a b c d % % % % Yes, heard of prior to this survey na 75 82bd 78b No na 21c 16 20c Don t know na 4cd 2 2 Before this survey, had you ever heard of the Idaho Meth Project? (Teens: Q34) 2011 The Meth Project 83

84 Appendix 3: About The Meth Project What is the Meth Project? The Meth Project is a large-scale prevention program aimed at significantly reducing firsttime Meth use through public service messaging, public policy, and community outreach. The Arizona Meth Project, Colorado Meth Project, Georgia Meth Project, Hawaii Meth Project, Idaho Meth Project, Illinois Meth Project, Montana Meth Project, Wyoming Meth Project, and other state affiliates implement the Meth Project prevention program in their respective states. The Meth Project is funded by a grant from the Siebel Foundation. Public Service Messaging The Meth Project is active in three areas: 1) public service messaging, 2) public policy, and 3) community action. It sustains a campaign of research-based paid public service messaging including advertising, public relations, and Websites to effect attitudinal changes regarding methamphetamine use among youth. At the core of the Meth Project s effort is research-validated, nationally-recognized, highimpact advertising that graphically communicates the risks of meth use. Targeting youth ages 12-17, the Project reaches 70-90% of that target audience three to five times a week with hard-hitting messaging. The Meth Project conducts extensive surveys and focus group research to more thoroughly understand attitudes and behaviors related to methamphetamine. This research provides the foundation for their messaging programs. Public Policy and Community Action The Meth Project activities significantly increase awareness of the critical nature of the meth problem, influencing an escalating public dialogue to find solutions. The Meth Project coordinates closely with local, state, and federal agencies, including the White House, U.S. Congress, office of the Governor, the Attorney General, law enforcement, the Federal Drug Enforcement Agency, and the Department of Health and Human Services. In October 2006, the Meth Project was cited by the White House as a model prevention program for the nation. The Meth Project organizes a broad range of community outreach programs to mobilize communities to assist in meth awareness and prevention activities. Through its Paint the 2011 The Meth Project 84

85 State art contest in Montana, the Meth Project prompted thousands of teens and their families to take action in the fight against meth use by creating highly visible public art with a strong anti-meth message. The contest drew more than 660 submissions statewide. The Meth Project also collaborated with HBO to develop a one-hour documentary film entitled Montana Meth as part of the organization's mission to raise awareness of the dangers of methamphetamine use. The film shows firsthand the impact of the meth problem in an effort to raise the level of public discourse. The Meth Project Strategy The Meth Project employs a three-pronged strategy to achieve a significant reduction in methamphetamine abuse statewide: Sustain a large-scale public service advertising campaign targeted at each state s most meth vulnerable group youth ages Maintain ongoing community outreach to raise the levels of awareness of the critical nature of the meth problem Mobilize community groups across the state in meth education and prevention efforts Consumer Marketing Problem Every day, young people are making product consumption decisions regarding meth. Many perceive benefits in using meth. Many perceive little risk in using meth. Unfortunately, many are making the decision to give meth a try. This is the root of the meth problem. The goal of the Meth Project is to arm the youth, ages 12-17, with the facts about methamphetamine so that they can make a better-informed product consumption decision. For more information about the Meth Project visit or contact: The Meth Project P.O. Box 240 Palo Alto, CA info@methproject.org 2011 The Meth Project 85

86 Appendix 4: About The Idaho Meth Project Project Overview The Idaho Meth Project is a large-scale, statewide program engaged in a range of prevention and public awareness efforts to reduce first-time methamphetamine use. The program is part of the Meth Project, a national organization that oversees individual state programs currently running in Arizona, Colorado, Georgia, Hawaii, Idaho, Illinois, Montana, and Wyoming. The Idaho Meth Project was launched on January 7, 2008, as a response to the state s critical methamphetamine problem. Meth use in Idaho is considerably higher than the national average, and according to law enforcement officials is the state s leading drug problem. Potent, low-cost Meth is readily available and abused throughout the state. The financial and social consequences of Meth abuse in Idaho are devastating. It is a contributing cause for much of the crime in the state, costs millions of dollars in productivity, contributes to the increasing jail and prison populations and adversely impacts families and children: Idaho spends between $60 to $102 million annually to incarcerate and treat adult offenders who admit to having a Meth problem this represents between 32%-55% of the Idaho Department of Correction s total budget. 52% of Idaho inmates directly attribute Meth use to their incarceration. 89% of female offenders in county jail in Idaho indicate they have a problem with Meth 73% of these women indicate that Meth is their drug of choice; During 2007, more than 70% of those sentenced for Federal drug offenses involved Meth. Idaho s percentage share of Meth treatment in the U.S. is 2.6 times higher than its relative share of the U.S. population. The State of Idaho spends an average of $500,000 per month on Meth-related treatment Strategic Approach The Idaho Meth Project has implemented a statewide, integrated prevention campaign that includes public service messaging, community outreach, and public policy initiatives. The centerpiece of the program is research-based advertising that graphically communicates the risks of Meth use The Meth Project 86

87 The Idaho Meth Project s grass-roots community outreach efforts include nearly 700 volunteers statewide. On an annual basis, the Idaho Meth Project participates in nearly 400 school presentations and community education events. Recognition for the Program The Idaho Meth Project has been airing advertising throughout the state since January The ads were created by the Meth Project, which has received 45 advertising industry awards including: 2 Gold Effie Awards Grand Effie Award Finalist 11 Gold Addy Awards 19 Silver Addy Awards Cannes Lions Award 7 AdCritic.com Top Ten Awards for the best ads in the U.S. Research and Measurement To track and refine the program s effectiveness and guide the program s messaging, the Idaho Meth Project utilizes a comprehensive research program, including both quantitative and qualitative studies, to measure attitudes and behaviors related to methamphetamine use, including the statewide Idaho Meth Use & Attitudes Survey. Project Funding The Idaho Meth Project is funded through the generous contributions of private individuals, corporations, foundations, and tribal governments, along with funding from local, state, and federal government grants. For more information about the Idaho Meth Project visit or contact: The Idaho Meth Project P.O. Box 738 Boise, ID info@idahomethproject.org 2011 The Meth Project 87

88 Appendix 5: About GfK Roper Public Affairs & Corporate Communications GfK Roper Public Affairs & Corporate Communications traces its roots back to the 1930s, when it, along with rivals Gallup and Crossley, pioneered the polling and marketing research techniques in use today. Today GfK Roper provides services to a wide range of clients who require research in America and around the world on topics ranging from public policy to communications effectiveness to brand strategy. Roper clients include government agencies, NGOs, universities, think tanks, Fortune 500 companies, and major media outlets, among many others. In addition to Roper s custom research capabilities, it owns the world s longestrunning public opinion and consumer research databases: GfK Roper Reports US, tracking American citizen and consumer opinion since 1973; and GfK Roper Reports Worldwide, measuring multicultural similarities and differences in over 30 countries on six continents since 1995; and Roper Polls on current issues. GfK Roper Public Affairs & Corporate Communications is a division of GfK Custom Research North America. Headquartered in New York, GfK Custom Research North America is part of the GfK Group, the world's fourth-largest market research organization. It comprises over 7,700 employees at approximately 130 companies located in more than 70 countries and over 7,700 employees worldwide The Meth Project 88

89 Appendix 6: Teens Meth Study Questionnaire Directions Middle/High 7-12 This is not a test. We want to know what you think. Just put an "X" next to whatever answer is right for you. If you don't find an answer that fits exactly, use the one which comes closest. If you are uncomfortable answering any question or feel you cannot answer it honestly, just leave it blank. Your answers are completely confidential. Please do not write your name anywhere on the questionnaire. All questionnaires will therefore be completely anonymous, and it will be impossible to identify who filled out which one. Moreover, no one from your school will look at any of the questionnaires. When you have finished the questionnaire, put it in the box that will be passed around, so that it will be mixed together with all the other questionnaires. When answering questions, please place an "X" in the box next to the answers you select. There are small numbers alongside the answer boxes. Do not pay attention to these small numbers -- they are only there to help us in data processing. Idaho Are you male or female? (6) Male Female What is your age? (7-8) 3. What grade are you in? (9) 7th th th th th th What is your race? (11) White American Indian/Native American Black/African-American Other Asian/Asian-American Rather not say Are you Latino, Hispanic or Spanish? (12) Yes No What is your 5-digit zip code? (13-17) 7. Are your parents? (18) Married to each other Divorced or separated - neither has married again Divorced - one or both has married again My parents were never married to each other One or both of my parents has died The Meth Project 89

90 8. Before this survey, which of the following drugs had you heard of? ( X ALL THAT YOU HAVE HEARD OF) (19) Cocaine Ecstasy Heroin LSD Marijuana, also known as pot or weed Methamphetamines, also known as meth, crank, crystal, glass, ice, or tina Amphetamines, also known as speed or white cross None of the above Many of the remaining questions ask about meth, also known as methamphetamine, crank, crystal, glass, ice, or tina. 9. Whether or not you or someone you know uses meth, we would like your thoughts. Please indicate how much you agree or disagree with the following statements about meth. ( X ONE ANSWER FOR EACH ITEM) Neither Strongly Somewhat Agree nor Somewhat Strongly Agree Agree Disagree Disagree Disagree (20-28) Helps you escape your problems Helps you study Gives you energy Helps you deal with boredom Makes you feel euphoric or very happy Helps you lose weight Makes you intelligent Makes you more popular Makes you feel attractive Please indicate how much risk, if any, you think there is involved in each of the following activities. (29-36) ( X ONE ANSWER FOR EACH ITEM) Great Moderate Slight No Risk Risk Risk Risk Trying meth, once or twice Using meth regularly Trying heroin, once or twice Using heroin regularly Trying marijuana once or twice Using marijuana regularly Trying cocaine once or twice Using cocaine regularly The Meth Project 90

91 11. Please indicate how much risk you think there is that each of the following would happen to someone (37-50) who tries meth once. ( X ONE ANSWER FOR EACH ITEM) Great Moderate Slight No Risk Risk Risk Risk Getting hooked on meth Becoming violent Dying Becoming paranoid Suffering brain damage Suffering tooth decay Getting insomnia or not being able to sleep Making their problems worse Losing control of themselves Having sex with someone they don t want to Being a negative influence on a younger brother/sister Stealing Stop taking care of their hygiene Turning into someone they don t want to be Please indicate how much you approve or disapprove of the following activities. (51-58) ( X ONE ANSWER FOR EACH ITEM) Strongly Somewhat Neither Approve Somewhat Strongly Approve Approve Nor Disapprove Disapprove Disapprove Trying meth once or twice Using meth regularly Trying heroin once or twice Using heroin regularly Trying marijuana once or twice Using marijuana regularly Trying cocaine once or twice Using cocaine regularly How difficult, or easy, do you think it would be for you to get each of the following types of drugs? (59-62) ( X ONE ANSWER FOR EACH ITEM) Very Somewhat Somewhat Very Not Difficult Difficult Easy Easy Sure Meth Heroin Marijuana Cocaine The Meth Project 91

92 14. Do you have any close friends who use meth? (63) Yes No Not sure Have any of your friends been in treatment for using meth? (64) Yes No Would your friends give you a hard time for using meth? (65) Yes No Has anyone ever offered you or tried to get you to use meth? (66) Yes No Have you told your friends not to use meth? (67) Yes No In the past year, how often have your parents talked to you about meth? (68) Never Once Two or three times Four or more times When was the last time your parents talked to you about meth? (69) Within the past 7 days More than 1 week to 1 month ago More than 1 month to 6 months ago More than 6 months ago, but in the past year More than a year ago Never Have any members of your family been in treatment for using meth? (70) Yes No The Meth Project 92

93 22. Which of the following sources, if any, would you go to in order to find information about meth? (71) ( X ALL THAT APPLY) Parents Friends The Internet, websites Television School Radio Magazines Other Don t know If you said The Internet, websites in question 22, answer question 22a. Otherwise, skip to question 23a. 22a. You said The Internet, websites in question 22; please write in the space below the websites you would go to in order to find information about meth. (-) 23a. In your lifetime, have you ever tried meth? (72) Yes No If you said Yes to question 23a, answer questions 23b, 24a, and 24b. Otherwise, skip to question b. How old were you when you first tried meth? ( X ONE ONLY) (73), (74) Under 10 years old years old years old years old years old years old years old years old years old years old years old a. In the past year, have you used meth? (75) Yes No b. In the past month, have you used meth? (76) Yes No No 25 this version The Meth Project 93

94 26. Besides school, friends and family, there are other sources where one can go to get advice or opinions. How much do you value the advice and/or opinions from each of the following on a scale of 1 to 5, where 1 is highly valuable and 5 is not at all valuable. ( X ONE ANSWER FOR EACH ITEM) (6-15) Highly valuable Not at all valuable TV commercials TV shows, news or movies Radio Print ads in newspapers or magazines Musicians I listen to Billboards outside Posters on buses, bus stops or subways Athletes I respect Internet sites Movie actors I respect How frequently do you see or hear commercials or ads telling you about the risks of meth? (16) Not at all Less than once a month times a month times a week Every day or almost every day More than once a day a. Thinking about anti-meth campaigns, please think about all the different places you may have seen, heard (17-27) or read anti-meth information RECENTLY, including all the different kinds of advertising, sponsorship and other activities. Have you seen or heard anti-meth advertisements RECENTLY in any of the following? ( X ONE ANSWER FOR EACH ITEM) Yes No TV commercials -1-2 Movie theaters -1-2 Radio -1-2 Print ads in newspapers or magazines -1-2 Billboards outside -1-2 Posters on buses, bus stops or subways -1-2 Video rentals viewed at home -1-2 Internet, websites -1-2 School -1-2 Have seen or heard information, but not sure where -1-2 Other place -1-2 If you said Other place in question 28a, answer question 28b. Otherwise, skip to question 29a. 28b. You said Other place in question 28a; please specify below the other place it was that you saw that anti-meth advertisement. (28-29) 2011 The Meth Project 94

95 Below are descriptions of anti-meth television and radio commercials that may or may not have appeared in your area recently. Please look at the photos, read each description, and tell us whether you have seen or heard the commercial often, a few times, or not at all. ( X ONE ANSWER FOR EACH ITEM) 29a. TV Ad 1 A young, strung-out teenager is sitting on a bed looking ashamed, with a shady-looking older man buttoning his pants. A female voice says, I love my boyfriend. We ve been together since like 8th grade. He s my best friend. He takes care of me. As the man smirks and leaves the room, he hands a bag of meth to a strung-out teenage boy on his way out of the motel room. The boy then takes the meth into the motel room and offers some to the crying girl. 29b. TV Ad 2 Have you seen or heard the above ad (30) Often A few times Not at all A strung-out looking young man rifles through a purse on the kitchen counter, looking over his shoulder. An older-looking woman obviously his mother enters and sees her son stealing from her. A male voice says, I m really close with my mom, I always have been. She s just always been there for me. I don t know She s my mom. As the mother tries to stop her son, he hits her and knocks her to the ground. As he tries to leave, the mother grabs his leg, pleading with him, but the young man kicks her away and goes out the door. Have you seen or heard the above ad (31) Often A few times Not at all a. Radio Ad 1 I think my lowest point when I started using Meth was actually getting sexually abused. My name is Anthony, I am 15 years old, I am from Emmett, Idaho; I started doing Meth when I was 12. While I was on the run for four months - I went to this house and I was staying there and all s I remember is I just got done getting high and I then went into the bedroom; this guy started physically abusing me and he sexually abused me from there and I just felt sick and dirty and, Why d I put myself in that situation? and I blamed myself. I actually have thought of killing myself. It s ruined a lot of lives. That s kind of the thing people need to start realizing is with methamphetamine; you re killing somebody else s family and you re killing your family and you re killing yourself. Have you heard the above ad (33) Often A few times Not at all b. Radio Ad 2 I went over to a house to sell Meth and they had kids and I remember it being one of the dirtiest houses I ve ever been to. I mean to where their electricity is turned off because they haven t paid their bills, their sewage is backed up, ash trays everywhere, dirty spoons for Meth lying all over. My name is Holly, I m 21 years old, I m from Eagle, Idaho; I started using Meth when I was 13. They were dope sick; when you come to that point when you haven t had Meth for awhile your body hurts and you just want to scream, cause it is hell. So I went to their house to give them some and they locked their kids in the bathroom because they were screaming and crying. They were consumed with their high. So I sold them some drugs and I left. I came back two days later and their kids were still in the bathroom. Have you heard the above ad (34) Often A few times Not at all The Meth Project 95