There are also private foundations like the Edward G. Callister Foundation, better known as Project Hope, that has launched a massive publicity campaign — KSL has agreed to air 400 television spots — to dispel stereotypes about addiction. The foundation on Monday released the state's most comprehensive public poll of Utah attitudes on drug abuse. The clear consensus is that Utahns believe substance abuse is a significant problem, that it is a disease, not a result of moral weakness, and that more tax money should be spent on treatment.

The foundation was started by Ellen and Lou Callister, who watched helplessly as four of their seven children struggled with substance abuse. They tried all the treatment programs, listened to all the theories, tried all the cures.

And they became increasingly frustrated with clinical approaches that just didn't work.

After a son died in a car accident days after relapsing with cocaine and alcohol, the Callisters started a campaign to address addiction from a holistic approach that includes biological, psychological, societal and spiritual components.

"The last thing my son wanted to be was an addict," said Lou, a prominent Salt Lake attorney who has made it his life's crusade to help Utahns understand the truths behind addiction.

The Church of Jesus Christ of Latter-day Saints has opted not to accept government funds for addiction treatment, but Fleming said LDS bishops now have a close informal working relationship with the various entities, both public and private, that offer treatment for substance abuse.

Beginning about six years ago, the church began aggressively addressing substance abuse, bringing a patchwork of quasi-official programs under one sanctioned umbrella and calling missionaries to serve in "12- Step" missions that incorporate teachings from the Bible and Book of Mormon.

"When church members struggle in their lives, our role is to provide as much help as we can in that struggle," said Steve Sunday, manager of administration and special services for LDS Social Services.

Sunday would not disclose how many or the percentage of church members participating in the program, but he said there are 12-Step missions in Utah, Arizona and California. The church has plans to expand the service wherever the need arises. According to one recovering addict attending an LDS support group in Salt Lake City, attendance has grown from about 200 to 300 a month to more than 2,000 in any given month.

"Whether it is one or a hundred, it doesn't matter. These groups are provided to help individuals make changes in their lives," Sunday said.

Sunday acknowledged there is a prevailing perception among the church rank-and-file that substance abuse isn't much of a problem in the church. And there is a "certain lack of understanding" about addiction, something that can make those struggling with addiction feel alone and rejected.