KTVB

The "Not Even Once" campaign hit the Montana airwaves in 2005 with its graphic ads. Idaho may try a similar approach to combet the meth problem in the Gem State.

BOISE -- A drug awareness program that Governor Otter wants to bring to Idaho uses intentionally graphic ads to show the devastating effects of methamphetamine.

The state's new drug czar will spearhead a program called "Not Even Once."

A staggering 85 percent of Idaho inmates admit to having a substance abuse problem, and about half of those say meth is their drug of choice.

The "Not Even Once" campaign was started in Montana back in 2005.

Governor Otter's office says he believes the anti-meth campaign is an effective way of grabbing viewers' attention.

Some of the ads featured in the video portion of this story may be disturbing to some viewers.

“When they say it's a scourge, they mean it,” said Debbie Field, Idaho Drug Czar.

The state's new drug czar is on a mission to curb the abuse of methamphetamine in Idaho. Her first task was outlined by Gov. Otter in Monday's State of the State address.

“Debbie is the ideal person to spearhead the "Not Even Once" program and effort that I have discussed throughout the state,” said Otter.

Otter is hoping to mimic a drug awareness program called "Not Even Once" that debuted in Montana 15 months ago. 

The "Montana Meth Project" has saturated the airwaves with intentionally graphic television, radio and billboard ads that show the disturbing effects methamphetamine can have on teens and adults.

“It's a very graphic look at the problem. When people look at that so graphically, it causes them to really pause and take a look at what may happen to them,” said Field.

Field is now working to coordinate public and private partnerships to kick off a similar campaign, and is also working with education leaders to bring a "Not Even Once" effort into the classroom. She is also determined to find treatment options for abusers who need help.    

“If someone would come to me and say 'I've been using meth, where do I go?' I want to make sure there's an option for them to go in and get some help and turn their lives around. These are people who are in trouble. This is a very caustic drug. So I'm hopeful that what Montana has done, we can do in Idaho,” said Field.

The executive director of the Montana meth project says they are currently conducting a survey to measure just how effective their campaign has been. But she believes the ads have increased awareness and communication about meth.

Field says the Idaho "Not Even Once" initiative may use the same ads that were produced in Montana or create new ones.

She is hoping to kick off the program early this year.