REVOLUCIÓN launches national Hispanic anti-meth PSA.

REVOLUCIÓN Hispanic Communications has launched the first national Spanish-language effort to prevent the use of the illicit drug methamphetamine in the Hispanic community. REVOLUCIÓN developed the campaign on a pro bono basis for the Partnership for a Drug-free America and the White House Office of National Drug Control Policy.

“Revolución’s dedication and commitment to this project comes through in their work—this campaign is powerful, insightful and relevant to the Hispanic community today,” said Alina Diaz, Associate Director for Multicultural Content Development at the Partnership. “These new messages add an important dimension to our national meth prevention efforts, allowing us to reach a generation of teens and parents largely unaware of the risks of meth use. We’re grateful to Revolucion for their time, talent and creativity.”

The campaign includes public service announcements for television, radio and print executions, and follows the release of a new Partnership research study revealing a troubling vulnerability among Hispanic teens when it comes to meth use. A recent tracking study revealed that Hispanic meth use has risen significantly: it is now on par with that of White populations, and far higher than African American or Asian American populations.

The young adult messages, available in both Spanish and English, paint a graphic portrait of the devastating physical and psychological consequences of meth use. One television spot, “Head” features a young girl talking to a friend, downplaying the effects of her meth use. As she talks, her sunglasses are removed to reveal sunken eyes, a scarf taken off to show telltale skin lesions common among meth users, and her smile reveals a mouthful of loose, rotting teeth.

“This is a wake-up call to all Hispanic young people and their parents. This drug can destroy our families, our lives, our dreams…everything we come to the US to achieve, ” said Federico Mejer, Chief Strategy Officer at REVOLUCION.

The adult-targeted messages, available only in Spanish, appeal to parents and family influencers to be proactive in learning and talking to teens and young adults about the dangers of meth. The messages emphasize the price of doing nothing—stressing that no matter how difficult the conversation, meth is a threat that must not be ignored.