The Chicago Crystal Meth Task Force launched a war against the deadly drug at one of the city's most popular venues.
On Aug. 6 at Northalsted Market Days, the task force, a coalition of groups and businesses, kicked off its 'Crystal Breaks' campaign to educate individuals, particularly gay men, about the harmful effects of what Newsweek magazine recently called the most dangerous drug in America. The launch took place on a stage near the intersection of Addison and Halsted during a set by well-known DJ Lady Bunny. Spectators witnessed the unveiling of a glass-encased image of two men embracing. A few minutes later, four recovering meth users took hammers to the item, signifying how meth can shatter lives of those who use the drug as well as the people close to them. Simultaneously, two banners on each side of the stage unfurled, revealing important facts about crystal meth. After a long moment of surprise, the crowd broke out in approving applause.
The message was enforced even more on the second day of the event, as task force members distributed 'Crystal Breaks' dog tags from a booth and people were besieged with everything from bar bathroom mirror coverings to water bottles to moving truck advertisements that traveled around Lakeview and that promoted the Web site www.crystalbreaks.org, which had just been launched. Other planned moves include putting displays on bus shelters.
The campaign was a collaboration between the task force; advertising agency Lapiz Integrated Hispanic Marketing, which crafted the 'Crystal Breaks' campaign theme; and media agency Starcom USA, which was responsible for the placement of the campaign message.
During a July 29 sneak preview of the ad campaign, Elisa Cantero of Lapiz discussed the campaign strategy by noting that the coalition will emphasize the negative aspects of meth by 'contextualizing the drug in the gay community.' Cantero talked about mentioning the more appealing aspects of the drug ( e.g., a party drug that can make one skinny and eliminate inhibitions ) but stressing meth's poisonous facets ( e.g., a drug with an extremely low recovery rate whose use can easily lead to abuse, STD contraction, a weakened immune system and even death ) ; essentially, the campaign will shatter perceptions and reveal the horrific reality of the drug. Another aspect that Cantero discussed is showing how the drug can distort one's senses of control and reward: 'We need to show how people lose control and start to have the attitude of 'I deserve nothing.''
Gloria Dusenberry of Lapiz and Fletcher Whitwell of Starcom talked about what was going to happen to promote Lady Bunny's appearance as well as pushing the campaign's message during Market Days. 'With radio [ for example, ] we want to have some unexpected [ as well as ] some expected placements,' Whitwell said, adding that what was important was to have 'impactful placements.' ( The barrage of ads involved everything from print items to e-mail blasts. ) Whitwell commented that leading up to and over the course of Market Days, there would be more than two million impressions.
Mark Ishaug of AIDS Foundation of Chicago talked about how the LGBT media itself is part of the task force and mentioned how he wanted the journalists there not only as reporters but also as 'community members to help the task force with this big and ambitious project.' He added that what was needed was not only advertising ( online, print, outdoor, etc. ) but editorial coverage and financial support as well. 'So far, between small contributions ... we're close to half a million dollars in terms of cost [ regarding ] this campaign.'
When questioned by Windy City Times about the launch, several task force members, including Lora Branch of the Chicago Department of Public Health and Graham Nolan of Starcom, felt that it went off very well. However successful the kick-off was, though, people concurred that the message has to stick as well.
See www.crystalbreaks.org .
Meth Task Force
As of Aug. 5, the Chicago Crystal Meth Task Force comprised individuals from the following organizations and businesses:
AIDS Foundation of Chicago; Center on Halsted; Chicago Commission on Human Relations' Advisory Council on Lesbian, Gay, Bisexual and Transgender Issues; Chicago Department of Public Health; Chicago Free Press; Chicago Lakeshore Hospital; Chicago Police Department; Equality Illinois; Haymarket Center; Howard Brown Health Center; International Mr. Leather; Lápiz Hispanic Integrated Marketing; Office of Ald. Mary Ann Smith; Office of Ald. Tom Tunney; Office of Attorney General Lisa Madigan; Office of State Rep. Larry McKeon; Office of Cook County State's Attorney Richard A. Devine; Roscoe's; Sidetrack; Starcom USA; Test Positive Aware Network; Windy City Media Group
( Source: Starcom USA )
Facts: Using Crystal and Being HIV-Positive
'Community Talking Points: Crystal Methamphetamine, Gay Men, and HIV/AIDS,' a report published by the AIDS Foundation of Chicago, takes a look at the lethal drug and its effects on the HIV/AIDS community. Among the facts it reveals are that:
— Research shows that using crystal meth often leads to higher viral loads, fasterHIV progression, worsened immune function, and increased neurological damage.
— Using crystal does NOT increase T-cells or boost your immune system.
— Crystal can have bad interactions with many HIV medications.
— Taking crystal increases the likelihood of not following proper food and water guidelines.
— Honesty with one's doctor about drug use is best.
— Crystal use is not the answer to feelings of shame, anger, fear, loneliness, or depression.
— Gaining peer support from other HIV-positive people and service organizations can help ease anxieties that frequently affect people living with HIV/AIDS.
