The girl, barely 16, studies herself in the bathroom mirror as she confirms plans with her best friend. “Yeah, my parents think I’m sleeping at your house,” she confirms, “Okay, bye.” She hangs up and gets into the shower. As she begins to bathe, something catches her eye in the tub below her. She glances down and a gasp escapes her lips—there’s blood and dirt pooling in the bathtub around her feet. She looks around in shock, trying to find the source. Her eyes discover the culprit, a skinny and broken girl her same age, curled into a ball at the end of the tub, face and arms are covered in fresh cuts and bruises, eyes are sunken in, and entire body laboring with each wheezy breath. The girl’s horror becomes fully realized when she recognizes this spectral creature: it is herself. She screams in terror. The ghastly version of herself shakes her head and rasps, “Don’t do it. Don’t do it.” The screen goes to black and the slogan appears: Meth. Not Even Once.
Titles at the end of the Meth Project “Bathtub” ad
Georgia has a meth problem. The state of Georgia is a national center for the production, sale, and use of methamphetamine, costing the state $1.3 billion annually. The drug is so powerful that only a fraction of those who use are successfully treated, so the Georgia Meth Project was launched to target those who have never tried meth and keep it that way. The hard-hitting ads, like the 30-second “Bathtub” spot above, are broadcast on television and radio throughout the state. Recently, the non-profit released study results that they believe demonstrate that these scare tactics are working. Of teens participating in a “Methamphetamine Use & Attitudes” survey, 78% said the ads made them less likely to try or use meth, and 85% said the ads showed them that the drug is more dangerous than they had originally believed.
True, it is a great endeavor to ensure that Georgia teens know about the harmful effects of meth and are decreasing their intentions to use, but are these harrowing ads actually translating those intentions into behavior? Nowhere in the study were references to any changes in actual meth use, so I looked into the 2009 CDC Youth Risk Behavior Surveillance System, a bi-annual monitoring of health-risk behaviors that contribute to the leading causes of death and disability among youth and adults, to see how methamphetamine use has changed. The YRBS showed no statistical difference in meth usage for Georgia 9th through 12th graders from 2007 (when the Georgia Meth Project began) to 2009. My first assumption was that perhaps meth use remained flat while usage increased for other illegal drugs, but the YRBS shows statistically unchanged numbers for cocaine, marijuana, inhalants, and heroin over the same time period.