A statewide methamphetamine public-awareness campaign — one without scare tactics and stereotypes — was unveiled today by Gov. Jon Huntsman Jr.

The campaign's newspaper ads and a series of television and radio commercials urge family members and friends to recognize the signs and help addicts, rather than judging people who use meth.

"The first step to overcoming this devastating drug is for citizens to become aware of the increasing toll methamphetamine is taking on life in Utah," Huntsman said this morning at a news conference announcing the campaign. "Meth use harms all Utah citizens, regardless of whether they have fallen prey to addiction or if they fall within the circle of influence of someone who is using. Families, children, parents, businesses, neighborhood and indeed entire communities are impacted."

Contrary to awareness campaigns in other states — particularly Montana's time-lapse video of people emaciated by drug use — the Utah campaign focuses on debunking stereotypes of so-called drug users and urges loved ones to realize that a meth addict is "not a lost cause."

Citing mothers he has met during the past year, Huntsman said the campaign focuses on the most common users: young women "who are good mothers but who have a ball and chain and some of whom fall into what they call a deep, dark abyss of addiction."

The traditional punitive approach of jail time and foster care for their children isn't right and makes no financial sense, Huntsman said, noting that incarceration costs $23,600 and foster care $33,000 per child per year, compared to $3,500 per year for treatment that can actually help an addict quit.

The $2 million ad campaign, End Meth Now, includes providing materials and assistance to county administrators and treatment professionals across the state, with the aim of having local governments and public health offices get the campaign message directly to local residents.

Pat Fleming, director of the Salt Lake County's substance-abuse prevention and treatment programs, said he believes the campaign will be effective, because it's not just another "say no" or "here's your brain or body on drugs" approach.

People who use more often than not think they can handle what they're doing, that they're being careful and that they can quit anytime they want, he said.

"And some can, but most people we see have the sense that they are taking care of their lives and doing fine, when in fact, especially when they stop using, they agree they are not handling their lives at all," Fleming said.

More information about the campaign is available at www.endmethnow.org.

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E-mail: jthalman@desnews.com