By Nick Cenegy
Star Staff Writer
03-06-2008
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| Zerometh combines print, television and outdoor media, like this billboard, in a campaign against the use of meth. Photo: Special to The Star |
Speed, chalk, ice, crank, crystal, crypto, fire, glass, tina, meth — so many names for the same problem.
By any name, prosecutors across the state have been put on the defensive by the realities of methamphetamine use and production.
"It's an act of defense and desperation," said Calhoun-Cleburne County District Attorney Joe Hubbard. "We've got to get a handle on it."
The latest in a line of strategies is called Zerometh, an advertising campaign that was formally launched Feb. 22.
The name itself admittedly is overly optimistic, Hubbard said.
The campaign is based around three "very graphic" video clips made by a Los Angeles-based production company. They are designed to provoke a visceral response from teens and young adults.
Former meth users "felt compelled" to illustrate a more accurate reflection of the realities of meth addiction, Hubbard said.
"I don't know what I'm doing," says a former user in one clip over discordant images of confusion and decay.
"This doesn't feel right … it never really has," says another voice.
"I didn't know it would be this way, now I know," says another.
The horror-film style of the clips is mirrored in a set of print advertisements and a companion Web site: www.Zerometh.com.
The $1 million campaign is the result of a combined effort from Governor Bob Riley's office, the Alabama District Attorneys' Association, individual district attorneys' offices and federal funds.
"Everybody realizes it is a problem," said Hubbard. "This is my 30th year down here, and I've seen about every kind of illicit drug that can be used, but meth takes the cake in terms of addiction, side effects, and use.
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