Tom Siebel launched the Meth Project to focus on first-time meth users, attempting to prevent them from ever trying the drug. Central to the program is a research-based marketing campaign—supported by community outreach and public policy initiatives—that realistically and graphically communicates the risks of meth use. The campaign treats meth as a consumer product, with the goal of “unselling” it. Montana provided an ideal setting to develop, test, and refine the Meth Project model since the state had a severe meth problem and was a relatively small, isolated media market. After two years of the Project, teen meth use had declined 45 percent, adult meth use declined 72 percent, and Montana went from ranking fifth in the nation for meth abuse to number 39.