The Partnership for a Drug-Free America, in conjunction with the National Congress of American Indians (NCAI), has launched a new ad campaign to raise awareness about the dangers of methamphetamine abuse in American Indian/Alaska Native communities across the country. The campaign, which includes public service messages for radio and print, as well as posters, is the first national meth prevention initiative developed specifically for Indian Country.

“This campaign is meant to empower tribal communities to take action to address the ever-rising meth problem,” said Mike Townsend, Executive Vice President at the Partnership. “Through increased education and communication between parents, elders and teens, communities can become more resilient to the meth threat. It’s our hope that these public service messages will encourage that dialogue and blunt meth abuse in those communities.”

Nationally, Native Americans, including American Indians, Alaska Natives and Native Hawaiians, experience the highest rates of methamphetamine abuse among all other ethnicities, a factor that creates a negative ripple effect throughout communities. A 2006 report from the Bureau of Indian Affairs indicates that 74% of tribal police forces rank meth as their greatest drug threat, and 48% report an increase in child neglect and abuse cases due to increased methamphetamine use.

The research-based campaign has a dual focus, with radio, print and poster ads aimed at Native youth, and print and radio messages targeting Native adults and elders. The new youth radio spots embrace the theme of “Who Am I?” (listen here) which acknowledges that Native youth often straddle two worlds, the traditional way of life and modern society. The spots also explore how identity struggles may increase teens’ vulnerability to meth, and encourage youth to draw strength from their traditions, heritage and connection with other teens to avoid the trap of meth (listen here).

Alina Diaz of the Partnership for a Drug-Free America said Native American community leaders are hopeful the ads will get parents and children talking about the problem. “Increased education and communication between parents, elders and teens is one of the most important factors in preventing meth use,” she said. “The ads encourage youth to draw strength from their traditions and heritage to avoid the trap of meth. They also aim to encourage Indian adults to stay involved in their children’s lives.”

For more information and a how-to guide of tips and advice for fighting meth in Native communities, visit www.ncai.org. Public service messages are being distributed on a pro-bono basis by NCAI, the Partnership and various community groups. Interested communities may contact April Hale at 202.466.7767 or ahale@ncai.org.