Montana Meth Project Design & Branding METHPROJECT.ORG by Organic

METHPROJECT.ORG

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Organic
Associate Creative Director Jola Hyjek
Executive Creative Director Brad Mancuso
Creative Director Urs Ross
Art Director Mark Butorac
Copywriter Lauren Tyrrell, Brian Pike
Producer Bryan Lemos
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: THE METH PROJECT
Product/Service: THE METH PROJECT
Agency: ORGANIC
Executive Creative Director: Brad Mancuso (Organic)
Creative Director: Urs Ross (Organic)
Associate Creative Director: Jola Hyjek (Organic)
Copywriter: Lauren Tyrrell (Organic)
Copywriter: Brian Pike (Organic)
Producer: Bryan Lemos (Organic)
Head Of Production: Laurale Wunsch (Organic)
Account Director: Andy McKinney (Organic)
Account Manager: Jamie Shiembob (Organic)
Project Manager: Larry Schlessigner (Organic)
Senior Designer: David Paslay (Organic)
Art Director: Mark Butorac (Organic)
Sound Design: Jeremiah Moore
Animation: Studio Aka (Studio Aka)
: Pyramid Consulting (Pyramid Consulting)
Media placement: Website - Http://methproject.org/ - 8 November 2011

Describe the brief from the client
The intense high and powerful addictiveness of methamphetamine destroys lives and communities across America, making people do unspeakable things for another hit. The Meth Project needed an effective way to reach and educate teens about the drug’s dangers online.

The challenge was to create a digital hub, catering to the way teens use the web, that answered teens’ questions about the consequences of Meth in a believable and relatable way. These consequences had to be tangible and engaging enough to grab their attention, and keep them from tuning-out.

Describe the challenges and key objectives
The greatest challenge was to deliver an anti-drug message to teenagers who don’t want to be told what they should or shouldn’t do.

This audience is also constantly bombarded with marketing and other distractions, so we needed to create a website that punched through all the noise and burned into their memories.

Lastly, the majority of the intended target lives in rural communities, so the site needed to be created in a way that even basic computers with the slowest Internet connections could still access the information.

Describe how you arrived at the final design
Instead of simply telling teens what to do, we armed them with the information to make their own decisions. MethProject.org became the world’s first and most complete source of Meth information where all the facts are explained honestly, from several viewpoints, giving teens an unbiased picture of the drug’s dangers.

A system of questions and answers helps teens understand how the drug affects a user’s mind, body and community. Information was brought to life using interactive facts, documentary clips, addict stories, polls, quizzes and more. A community forum was also created where teens could share their experiences, artwork and encouragement.

Give some indication of how successful the outcome was in the market
In the 3 months since the launch of the new campaign, the website has been seen by approximately 1m people, with each visit averaging nearly 5 minutes long.

The launch of the Ask MethProject.org campaign received extensive coverage in national and state media, and generated significant online buzz. Coverage in news outlets and news blogs resulted in more than 255m impressions, more media coverage than the Meth Project received in all of 2010. Since the launch, online buzz has generated more than 40m views of the Meth Project’s videos on YouTube.