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Methamphetamine qualified as the Story of the Day when ABC made use of its extra editorial time to assign a six-minute Key to Success to Bill Weir in Montana. Big Sky Country has been Speed Central: "For years it poured out of cabins and campsites. Hikers would find empty Sudafed packs and piles of batteries, a smell of ammonia in the air." New laws have made ingredients for do-it-yourself laboratories harder to obtain, driving up the cost of the once-cheap drug so that it now rivals cocaine. But Weir did not give credit to market forces for reducing Montana's appetite for meth. Instead he tipped his hat to advertising. Billionaire rancher Tom Siebel has financed a $15m billboard and television anti-drug campaign in the state, a media buy that surpasses that of McDonalds.
Weir called them "thirty-second trips into the hell of meth addiction" showing some clips from the Montana Meth Project: pimp your girlfriend to obtain drugs…beat your mother for money for drugs…get strung out for lack of drugs…initiate a child into taking drugs. If the drugs are that bad, why indulge? Onetime addict Lee Mcafey described the high: "You feel like God, like you control everything."
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