California Department Of Alcohol And Drug Programs And The Partnership For A Drug-Free America(R) Launch New Anti-Methamphetamine Awareness Campaign

The California
Department of Alcohol and Drug Programs (ADP), in conjunction with The
Partnership for a Drug-Free America(R), today announced a new public
awareness and education advertising campaign aimed at stemming
methamphetamine use in California. The campaign, which combines powerful
public service advertisements (PSAs) with community outreach and public
relations, is designed to increase awareness about the risks of domestic
methamphetamine production and the health implications and consequences of
methamphetamine use. All ads direct audiences to adp.ca.


"The methamphetamine problem has impacted communities across
California," said Kathryn Jett, director of ADP. "We are pleased to join
with The Partnership for a Drug-Free America to educate Californians about
the negative impact of methamphetamine use. This partnership is one in a
series of measures ADP is introducing this year to combat methamphetamine
addiction, including a public education campaign specifically designed for
California and the development of a guide for practitioners who treat
methamphetamine addicts."



The ADP/Partnership advertising campaign generally targets parents and
concerned citizens. Grassroots and community outreach activities will
target three specific populations: teens, women of childbearing age and men
who have sex with men. Through PSAs, personal stories, speaking engagements
and targeted outreach, the campaign will raise awareness about this
dangerous and highly addictive drug and reduce overall demand and use.
Sacramento will be the first California city to implement the campaign,
followed by San Francisco, Fresno, Los Angeles and San Diego.



"The Partnership is thrilled to partner with ADP on this important
effort to reduce methamphetamine abuse in California," said Mike Townsend,
executive vice president and director of the Partnership's Methamphetamine
Demand Reduction Program. "Methamphetamine poses an acute threat throughout
the state, as it continues to appeal to new user groups, many of whom are
unaware of its dangers. This new campaign will help drive home the reality
that methamphetamine can destroy your health and future."



Methamphetamine is a highly addictive stimulant. Often called "speed,"
"ice" or "crystal," methamphetamine is available as a crystalline powdered
substance or in large rock-like chunks. Methamphetamine is usually white or
slightly yellow, depending upon the method of manufacture. The drug can be
taken orally, injected, snorted or smoked. Physical symptoms include
extreme weight loss, sores that do not heal, dental deterioration and more.
Various behavioral and mental symptoms include sleeplessness, weight loss,
violent behavior, paranoia and severe depression.
















In 2005, California had more than 77,000 admissions to publicly funded
treatment for methamphetamine addiction. Treatment admissions for
methamphetamine addiction in California represent 40 percent of treatment
admissions in the nation. The primary age of first methamphetamine abuse
for those admitted into treatment is 14 to 15 years of age (17 percent),
followed by 18 to 20 years of age (16.9 percent) and 16 to 17 years of age
(15 percent). Methamphetamine is also the primary drug of abuse for
pregnant clients at 57 percent, followed by marijuana at 12 percent and
heroin at 11 percent. Gay men are 10 to 20 times more likely than the
general public to use methamphetamine, and depending on where they live in
California, 10 to 20 percent of gay men reported having used
methamphetamine within the last year.



For more information about methamphetamine, please visit
drugfree/meth or adp.ca.



About the California Department of Alcohol and Drug Programs



The California Department of Alcohol and Drug Programs provides
leadership and policy coordination for the planning, development,
implementation and evaluation of a comprehensive statewide system of
alcohol and other drug prevention, treatment and recovery services.



About The Partnership for a Drug-Free America(R)



The Partnership for a Drug-Free America(R) is a non-profit coalition of
professionals from the communications industry. Using a national drug-
education advertising campaign and other forms of media communication, the
Partnership exists to help reduce illicit drug use in America.


California Department of Alcohol and Drug Programs

drugfree/meth