Designing Anti-Meth Ads: Insights from those who use Methamphetamine

Abstract

Abstract

Anti-methamphetamine advertisements typically adopt a shock, fear, and repulse approach with the hopes of scaring people away from using drugs. This approach is typified by Faces of Meth and the Meth Project campaigns. Unfortunately, such approaches tend to do little in the way of diverting people away from using methamphetamine (meth) and may instead contribute to further stigmatization of those who use. Gaining an understanding of  how these ads are perceived by those who use meth can provide insight into more effective strategies to reduce meth use and its harms. We used photo-elicitation interviews with 47 people who used meth (30 former and 17 active). Specifically, we presented participants with images from the Faces of Meth and the Montana Meth Project campaigns to stimulate discussions about what makes good anti-drug ads. We found that participants think that the ads should reflect the reality of drug use, including harms relating to physical and mental health, legal status, and familial relationships. However, they also believe that the ads should offer hope and facilitate support and redemption. Insights from participants support reintegrative shaming approaches to designing anti-drug ads. Specifically, they suggest that the ads should tell authentic stories of hope to avoid further stigmatizing drug use.