RIESTER

RIESTER, a full-service marketing firm specializing in advertising, public relations, public affairs and web marketing, launched a campaign to educate Utah citizens about the effects of methamphetamine use. End Meth Now, a $2 million integrated campaign, is part of Utah Governor Jon Huntsman’s ongoing efforts to raise awareness and combat meth use in the state.

“Utah has one of the nation’s highest rates of meth use per capita. RIESTER is honored to be part of Governor Huntsman’s effort to help citizens take control of the situation. End Meth Now is a testament to RIESTER’s values and commitment to Brand ActivismTM, a belief that the most successful campaigns are built upon advocacy,” said Tim Riester, CEO of RIESTER.

End Meth Now components include television, radio and print advertisements in English and Spanish, a comprehensive website (www.endmethnow.org) and a community outreach program. The first phase of the campaign is designed to educate citizens on how to identify the early warning signs of meth use. In addition, Phase I is intended to teach Utahns that meth use transcends stereotypes and can affect anyone, regardless of social status and income level. Indeed, the majority of meth users in Utah are women, and 75 percent of the women in treatment are mothers.

“Throughout the campaign, RIESTER employed an eye-catching yellow and black motif, a color scheme typically representing a warning sign. This concept was utilized in print, web, outdoor and television advertising, as well as in outreach and educational materials” said, Andrew Cier, partner and general manager of RIESTER’s Salt Lake City office.

The second phase of the campaign focuses on hope and recovery – and how loved ones can help meth users overcome their addiction. Musical artist Sarah McLachlan donated the use of her song, “Answer,” to provide depth to the compelling Phase II television commercial RIESTER titled “Sisters”. The spot is an emotional tribute to the childhood bond formed between siblings and the importance of that relationship in fighting addiction to meth. The TV ad has already garnered acclaim from viewers, many commenting that it encouraged them to seek help for themselves or a loved one.

“RIESTER’s Brand Activism and experience with anti-tobacco initiatives and the Arizona Meth Project align with our mission to educate citizens on how they can end meth use in Utah – how they can be part of the solution,” said Lisa-Michele Church, co-chair of the Utah Methamphetamine Task Force.

To review the most recent print, outdoor and television advertisements, visit: http://www.endmethnow.org/viewads/