Anti-meth ads getting noticed

The statewide campaign doesn't dance around. It's graphic and gritty advertising that doesn't worry about upsetting those who see it.

Instead, the "ZeroMeth" program targets teen and young-adult Alabamians with an in-your-face campaign that shows the horrid world of methamphetamine use.

Judging by comments from young Shoals residents, it appears to be getting plenty of attention.

"It made me sick," said Casey Thorn, an 18-year-old Northwest-Shoals Community College student. "It doesn't look like something you'd want to do."

Law enforcement officials in the Shoals say a lot of people haven't gotten the message. Many agents involved in investigating and prosecuting drug-related cases say meth has become the biggest problem facing law enforcement. Many say the problem is growing.

The graphic nature of the ads is obviously eye-opening for some.

"Those commercials are pretty graphic, but I'm glad they are," said Central High School student Olivia Nicke, 16. "It really proves a point. People don't understand how bad it is until they see it with their own eyes."

Nicke said advertisements at her school show photos that depict a woman who seemingly ages by decades during the span of only a few years.

Television commercials associated with the campaign show addicts suffering with needles hanging out of their arms.

Billboards show people with severe tooth decay. The "meth mouth" is from using the drug, based on the advertisement message.

"When I see it, I just want to run away from people like that," said University of North Alabama student Justin Fowlkes.

Josh Pierce, who lives in Lauderdale County, said a former neighbor has used meth. The neighbor is now in prison.

"The stuff's bad," Pierce said. "I don't ever want to get mixed up in that."

Pierce is impressed by the aggressive campaign. "I didn't know what the commercials were when I first saw them, but I kind of figured it out after a commercial or two."

Even the campaign's Web site, zerometh.com, is relentless, with creepy images and quotes from unidentified meth users who greet you with each click.

"My family is scared of me," a 21-year-old user declares on the site.

In another segment, a 16-year-old user says, "I didn't think it would ever get this bad."

A 20-year-old woman also had a message. "I used to be pretty. No one said I'd end up looking like this."

Gov. Bob Riley, the state's congressional delegation and the Alabama District Attorneys Association are among the program's sponsors.

"The goal is to arm our children with explicit, firsthand knowledge of meth use - without ever having to come near the drug," said Ken Davis, president of the District Attorneys Association.

The Blount County District Attorney's office is credited with being instrumental in starting the campaign. The office has made a DVD called "Crystal Death" that is available at no charge. Information on the DVD is available at blountda.com.

Local authorities say meth is a major problem in the area, and the number of arrests proves their point.

During the past 10 days, there have been 26 meth-related arrests in Colbert, Franklin and Lauderdale counties. That includes 23 arrests in Franklin County during a six-day period.

"Methamphetamine is by far the most difficult problem law enforcement is facing," Franklin District Attorney Joey Rushing said. "That is because meth is cheap to purchase, relatively easy to make and very addictive."

Rushing has heard reports of people becoming addicts after one use. He added the addiction is difficult to overcome.

"For the most part, the ones we have seen successfully stop using the drug go through long-term treatment of six months or more," Rushing said. "This problem is even worse in rural areas because some individuals will try to manufacture methamphetamine in isolated locations.

"What the recent rash of arrests indicates to me is that individuals have become so addicted to this horrible drug that they are willing to risk their lives, their health and definitely their freedom."

Lauderdale Drug Task Force officials say they had 22 cases in 2007 that involved meth.

In Colbert County, four meth labs were found and 14 arrests made in 2007.

"I can't say that meth is our most prominent drug," said Colbert Drug Task Force Director Curtis Burns, noting that crack cocaine remains the biggest problem. "But meth is a problem - and a growing problem."

Law enforcement officials are having some success in fighting the problem. They point to statistics that include: