Reznet

NCAI Launches First National Campaign Targeting Methamphetamine Abuse in Indian Country

By Anonymous

The National Congress of American Indians (NCAI), the Partnership for a Drug-Free America, the Office of National Drug Control Policy and the U.S. Department of the Interior launched a new advertising campaign designed to raise awareness and reduce the use of methamphetamine in Native communities at the annual Gathering of Nations Pow Wow in Albuquerque, NM.

The campaign includes radio and print public service messages for the first national meth prevention initiative developed specifically for Indian Country. "Meth abuse is an issue that Indian Country as a whole needs to combat, and these ads are an excellent tool for us to use to reach out to Native people and education them on the dangers of meth abuse," said NCAI President Joe A. Garcia. "This deadly drug is hurting our Native communities and through this effort, NCAI is committed to saving our Native youth and families from its grasp. This educational initiative will undoubtedly save lives."

Nationally, American Indians, Alaska Natives and Native Hawaiians have the highest rates of methamphetamine abuse among all other ethnicities. 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.

"The Department of the Interior's involvement in this campaign is most appropriate," said Assistant Secretary of Indian Affairs Carl Artman. "Secretary of the Interior Dirk Kempthorne is the architect of the Safe Indian Communities Initiative with a cumulative investment of $50.3 million over two years to fund additional officers for BIA law enforcement, specialized drug training for existing officers, support for public awareness campaigns for Indian people and additional resources to protect tribal lands on the U.S. border."

The research-based campaign has a dual focus with radio and print ads aimed at Native youth, adults and elders. Both radio and print ads are downloadable via the NCAI Anti-Meth Campaign website.

The website also includes information and a how-to guide of tips and advice for fighting meth in Native communities. "We are extremely proud to be a partner of this Native Anti-Meth Campaign and remain committed to ensuring its success," said Deputy Director for the White House Office of National Drug Control Policy Scott Burns. "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 criminals behind this horrific drug trade. Developing culturally relevant meth prevention messages for Native Americans is an important step in pushing back against this problem."

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 safe from drugs. "Increased education and communication between parents, elders and teens is one of the most important factors in preventing meth use," said Associate Director of Multicultural Content Development at the Partnership for a Drug-Free America Alina Diaz. "It's our hope that these public service messages will empower Native communities and encourage that dialogue."

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.

"I commend these groups for their commitment to combating meth use in Indian Country," said New Mexico Lt. Governor Diane Denish. "I am hopeful the Native people of New Mexico will be affected by these advertisements and that our people will support each other in making the best decisions in life. We owe it to our youth to work together in continuing this fight against meth and the state of New Mexico fully supports this initiative."

All public service messages were created by Alternative Marketing Solutions, a Native-owned communications agency in Phoenix, Arizona. Qualitative assessment and advertising concept testing was conducted by the Native Wellness Institute.