DENVER, Nov. 14 /PRNewswire/ -- Today, at the 64th Annual Conference of the National Congress of American Indians (NCAI), the Partnership for a Drug- Free America and NCAI previewed a new communications campaign designed to raise awareness and reduce use of the highly addictive drug methamphetamine in Native communities. The research-based campaign, which includes public service messages for radio and print, as well as posters, is the first national meth prevention initiative developed specifically for Indian Country.
"This is one of the most important collaborations NCAI has ever been a part of," said NCAI President Joe A. Garcia. "This is a crucial component of our ongoing fight against meth in Indian Country. Meth has a hold on Native communities and it is devastating to see Indian people suffer in its grasp. This educational initiative will undoubtedly save lives."
Nationally, Native Americans, including American Indians, Alaska Natives and Native Hawaiians, experience the highest rates of methamphetamine abuse among all other ethnicities, a factor that creates a negative ripple effect throughout communities. A 2006 report from the Bureau of Indian Affairs indicates that 74% of tribal police forces rank meth as their greatest drug threat, and 48% report an increase in child neglect and abuse cases due to increased methamphetamine use.
Scott M. Burns, Deputy Director of the White House Office of National Drug Control Policy (ONDCP), a partner in the effort, said the Administration is proud to be a part of the initiative. "The severity of the meth challenge in Indian Country is alarming. While many parts of the Nation are seeing declines in meth production, trafficking, and use, American Indian and Alaska Native communities are being preyed upon by the criminals behind this horrific drug trade. Developing culturally relevant meth prevention messages for Native Americans is an important first step in pushing back against this problem," said Burns.
The research-based campaign introduced today has a dual focus, with radio, print and poster ads aimed at Native youth, and print and radio messages targeting Native adults and elders. Members of the NCAI Youth Commission participated today in live-reads of the new youth radio spots, whose theme, "Who Am I?" acknowledge that Native youth often straddle two worlds, the traditional way of life and modern society, exploring how identity struggles may increase teens' vulnerability to meth. The messages encourage youth to draw strength from their traditions, heritage and connection with other teens to avoid the trap of meth. They also send a powerful message to Native elders and adults, encouraging them to stay involved in kids' lives as a way to keep communities and villages safe from drugs.
The adult-targeted ads reflect the research finding that Native adults and elders are deeply concerned about meth, but have less specific understanding of the drug than their kids and feel less equipped to protect their children. The campaign seeks to inform and motivate adults and elders to get involved in the meth fight by learning the facts and discussing meth's dangers in the community and, most importantly, with their kids.
"This campaign is meant to empower tribal communities to take action to address the meth problem," said Mike Townsend, Executive Vice President at the Partnership. "Through increased education and communication between parents, elders and teens, communities can become more resilient to the meth threat. It's our hope that these public service messages will encourage that dialogue."
The ads, currently in production and slated for distribution through early 2008, drive audiences to http://www.ncai.org/ for more information and a how-to guide of tips and advice for fighting meth in Native communities. Public service messages will be distributed on a pro-bono basis by NCAI, the Partnership and various community groups. Initial distribution will focus on Alaska, Arizona, Montana, New Mexico, North Dakota, South Dakota and Wyoming, however, public service messages are available to all interested communities by contacting Jackson Brossy at 202.466.7767 or jbrossy@ncai.org.
The public service messages were created by the Phoenix-based, Native- owned communications agency Alternative Marketing Solutions, and qualitative assessment and testing of all advertising concepts was conducted by the Native Wellness Institute. Campaign development is funded by a coalition of agencies including the White House Office of National Drug Control Policy, Department of the Interior and U.S. Department of Health and Human Services.
Partnership for a Drug-Free America
