I believe the Meth Project was started by the Siebel Foundation, not the Seibel Foundation. It's spelled wrong in the story summary and in the transcript, and, I believe, pronounced incorrectly in the broadcast.

Why did anti-meth advertising work? Why did it work even though it was gory? Because Meth is terrible.

Past anti-drug advertising depicts teenagers high on marijuana shooting each other, letting babies die, running over kids, having their lives end tragically, etc. And yet half the people I know smoke pot, and only a handful have a problem with it.

I only know three people who have done Meth, and each had their lives ruined. Propaganda only works if there is a truth behind it, and the truth is meth sucks. The advertising worked because their "product" was a good one.