The Advertising Campaign

The “Me Not Meth” ad campaign is a project of the California Department of Alcohol and Drug Programs seeking to prevent crystal methamphetamine use across the state. Developed by GMMB, Better World Advertising and Anita Santiago Advertising, the current stage of the campaign is aimed at gay and bisexual men, and other men who have sex with men (MSM). The campaign has been tested extensively among the target audience, through formative message testing focus groups, quantitative ad testing, and one-on-one interviews by Lake Research Partners.