Campaign Highlights Horror Of Meth

Shocking Ads Call Attention To Devastating Addiction

(CBS) 
Montana, known for its big sky and pristine beauty might not look like a hotspot of meth use. But Kauffman says research shows that meth use there is higher than the national average and that's a devastating reality for the people of that state.

"If you become addicted, life as you know it is over," said Siebel, who has spent more than $5 million on the Montana Meth Project. "Your friends are gone, your family is gone, your job is gone, your school is gone, your health is gone."

Kauffman met with two young women who are recovering from meth addiction. Both say they tried the drug for the first time when they were 15 and were instantly addicted.

"I had no clue what I was trying and, actually, I didn't even know it was meth," said Sarah Bright. "Somebody just said, 'Would you like to try some dope?' And I was hanging out with older kids and I didn't want to sound like a loser and say 'Oh, what's dope?' So I was just like, 'OK, I'm going to try it and be cool like them.' "

They say that the drug was addictive right from the start.

"Oh, definitely, from the first time I did it, from then on I wanted more and I had to have it," said Caitlin Moe, adding that the anti-meth ads are hitting the nail on the head. "They gave me chills. I thought they were dead on, perfect," she said, adding, "I wish I was able to have them, you know, to have them in my mind when I was confronted with meth for the first time."

And Bright said the harder hitting, the better.

"The commercials can't even get scary enough to show," she told Kauffman. "I thought 'I'm only going to try it once,' and then it's like, 'Oh, I'm only going to steal from my sister and my mom.' "

For Tom Siebel, the ads are accomplishing exactly what he had hoped for, even if their ugly message clashes with the beauty of the Montana image.

"You look at this meth problem, it's a critical problem, it's destroying lives and communities," he said. "I think there's an opportunity to make a difference and we'll do our best to make a difference."

Siebel hopes to expand the anti-meth campaign to other states. To hear more of Kauffman's interview with him and with former meth addicts Sarah Bright and Caitlin Moe, click here. To watch some of the shocking anti-meth ads, Only On The Web, click here.

And for more information on fighting methamphetamine addiction, check out these Web sites:

Montanameth.org

notevenonce.com