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Organic Develops New Campaign for the Meth Project Empowering Teens to Learn and Share

First Digitally Led Effort for Highly Successful Public Education Campaign Changes the Conversation About Meth (November 08, 2011)

SAN FRANCISCO, CA -- (Marketwire) -- 11/08/11 -- Digital marketing agency Organic (www.organic.com) has developed a new campaign in collaboration with the Meth Project that arms teens with the resources to understand the hazards of Meth, reach their own decisions about it, and share their decision to influence their friends.

At the center of the "Ask MethProject.org" campaign is the newly launched MethProject.org, the first comprehensive online source of information for teens about Meth. The site asks potent questions about meth -- will it make you violent? How will it affect your family? Your brain? Will you become an addict? -- and prompts them to learn more. It also inspires teens to create their own stories, artwork, videos and photos, and share them with others. "Take Action" provides ways for teens to get involved to prevent Meth use or find help, and showcases teen-led community action programs across the country.

"We're honored to be working with the Meth Project on this new campaign," said Organic CEO Marita Scarfi. "Their prevention programs have had extraordinary results, with teen Meth use down in multiple states. MethProject.org gives the campaign a powerful new digital tool, and gives teens a platform to learn and share."

The Ask MethProject.org campaign also includes radio, print, mobile, out of home, and TV spots directed by Oscar-nominated filmmaker Darren Aronofsky, all designed to drive traffic to the site. Aronofsky's jarring and profoundly moving TV spots depict Meth users in dire situations that could have been avoided had they only "asked." The spots show the real-life consequences of addiction at its worst. One teen finds himself in a compromising situation in a motel room; another ditches a friend in the emergency room to get high; a third cowers in fear as his strung-out brother ransacks his room for money; and a fourth is driven to the edge by the voices in her head.


"We were thrilled to collaborate with top-tier talent like Darren Aronofsky, the animation house Studio AKA, and photographer Ron Haviv on this campaign," said Brad Mancuso, Executive Creative Director, Organic. "Darren had a true understanding of addiction as the main character of the TV spots, and his ability to see and bring to life the darker side of the human spirit was inspiring."

"Ask MethProject.org" is the first digitally led campaign from the Meth Project, widely acclaimed for its hard-hitting and highly successful prevention programs. The shift to digital and social is significant given the Meth Project's target teen audience.

"This campaign was created with significant input from teens -- they told us what they wanted to see on MethProject.org," said Conor Brady, Organic's Chief Creative Officer. "From the gripping personal stories brought to life in animated video to the photos showing how Meth can ravage your body, the message is honest but never talks down to teens."

About Organic
Organic is a leading marketing agency grounded in digital that successfully blends creativity with unmatched predictive intelligence. By creating and continuously testing and optimizing marketing systems, Organic helps global brands accurately predict outcomes, spot trends, identify behaviors, and create a much deeper connection with consumers. Founded in 1993, Organic has offices in New York, San Francisco, Los Angeles, Detroit, and London and is part of Omnicom Group Inc.

To view the work, please visit:
http://www.undergroundaward.com/methproject

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Contact:
Megan McIlroy
DiGennaro Communications
(212) 966-9525
Megan@DiGennaroNY.com


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