The Montana Meth Project: Tracy

Directed by three-time Academy Award-nominated cinematographer Wally Pfister, renowned for his work on The Dark Knight, the campaign from Venables Bell & Partners is based on extensive quantitative and qualitative research with teens, both in Montana and throughout the nation. In particular, it reflects the changing attitudes Montana teens have toward methamphetamine, which remains a threat even as more young people say they understand the dangers of the drug. The advertisements are designed to show teens that they can help keep their friends away from Meth by speaking up at the critical moment when an individual is thinking about trying it. The television spots depict teens reflecting on the devastating consequences that resulted from a choice to do nothing when they could have prevented a friend from using Meth.