Meth – Don't Buy the Lie sample PSA

Campaign rationale

The campaign positions the viewer to identify with the person featured in each ad: an inquisitive individual; open to adventure but not wishing to be “played.” The positioning of the interaction allows for external rationalization by positing the “lie” as something the person was “told” but not as a “truth” that they hold dear to.

The real truth is then presented to give them the information to make the best decision for themselves. The implication is that as a smart person they will make the smart decision.

The campaign ads will link to a website with more information and resources.

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Campaign package

Components include:

  • Broadcast TV PSAs
  • Digital video PSAs
  • 30-second and 15-second versions
  • Radio PSAs
  • Posters & flyers
  • Digital banner ads
  • Social media and website graphics
  • Campaign microsite with editable resources list
  • English and Spanish materials (additional languages available)

Our Comprehensive packages can be localized and running in 3-4 weeks. Our new Instant Impact packages start at $2,500 and are ready to go in 24 hours!

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Turn-Key Campaign Advisors

As we at Idea Engineering often say to our clients and collaborators, “You are experts at what you do, we are experts at what we do and in the confluence of that knowledge great campaigns can be born.” We’d like to recognize here some of the people that have given their invaluable expert advice and feedback in the development of our Turn-Key Campaigns.
See the advisors
Listed in alphabetic order.

‍‍Professor Mx. Vanessa Alva (they/them/theirs) 
Oxnard college addictive disorder studies program. 
“As a survivor of suicide and a suicide loss survivor. My contributions goes to all who are struggling from any type of suicide loss/attempt. I hope this campaign gives strength and light to those who are feeling lost. Lastly, I plant this seed for my son Aaron to be a future changemaker of the world and to advocate for those in need of support.” 


Kelly Caffarelli, JD
Highly experienced corporate attorney. Served as President and member of the Board of The Home Depot Foundation. Nonprofit governance work focuses on incorporating best practices,  strategic focus, and consensus-based decision-making.

Marie Celeste, Ed.D
Tenured faculty member in early childhood special education at Loyola University, with a credential in Infant/Early Childhood Mental Health (I/ECMH). In preparing early childhood educators at the pre-service, undergraduate and graduate levels, she embraces a trauma-informed approach to supporting the social emotional development of children who are at-risk for educational challenges. 


James Espinoza
First-responder, US Army veteran, and suicide loss survivor. President of the Veteran Mentor Project, Inc., the mission of which is to enhance military veterans & first responder veterans’ transition from service to civilian life in order to reduce stress, provide resources & education to improve their quality of life.


Jim Kooler, DrPH
Served the California Department of Health Care Services in multiple positions, helping develop and guide the CalHOPE Crisis Counseling program, implementation of 988, and elements of the Children and Youth Behavioral Health Initiative. Previously he led the California Friday Night Live Partnership, supporting youth development programs across California.  


Erik Kramer
Former NFL quarterback. Suicide attempt survivor. Erik puts his lived experience to work for children and adults facing substance use issues, depression and suicidal ideation.

Paul Meisel, PhD
Clinical psychologist in Santa Barbara, CA engaged in an independent practice with a special focus issues relating to children, adolescents, and their families.


Ken Reed (Lieutenant Colonel, US Army, Retired)
Former Army infantry officer who led and commanded at the platoon, company, and battalion levels. His service included tours in Iraq and Afghanistan. His final leadership role on active duty was battalion commander for a functional training battalion.


Anthony Rodriguez
Co-founder of the Santa Barbara Response Network, focused on providing immediate psychological assistance to those affected by homicides, suicides and traumatic events. Suicide attempt survivor. Anthony is also involved with the American Foundation for Suicide Prevention and Safeguard the Children.

Kiran Sahota
Kiran Sahota, President of Concepts Forward Consulting, has worked within the social service setting for the past three decades. Her expertise is focused on suicide prevention efforts, mental health advocacy, stakeholder engagement, innovations, and law enforcement crisis intervention training.


Elizabeth Snyder
Senior Director - Administrative Services with Marian Regional Medical Center (Dignity Health) - Office of Population Health. Previously Santa Barbara County-Public Health Department Deputy Director. 35 years of experience as a health care executive in hospitals, ambulatory settings, and universities, including public, private, non-profit and consulting environments.

C.D. Taylor, PhD, LMFT
Professor, Treatment of Substance Use Disorders, Pacifica Graduate Institute
Lead Case Manager (ret'd), Cottage Residential Center, Santa Barbara

Each advisor brings their specific experience and opinion to the process. No advisor receives monetary renumeration or any promise of advantage or reward from the finished campaign. We thank them for their service and recognize that our campaigns are stronger and more effective through their commitment, advice, and feedback.

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