The most addictive and dangerous of all drugs. The one that seduces and empowers while consuming you inside.Crystal Meth, the biggest plague of urban America, has a very low level of recovery and we needed to communicate that. We needed to make the gay community understand that risk in a straight-forward, non-condescending, objective and credible way, from inside out, coming from their peers.We needed to show the reality of what crystal does: it shines, it glows, it hypnotizes. But then, it is fragile, and on one simple fumble, it cracks, it shatters. And you break with it.

A prime time event on Market Days, the most credible gay event in Chicago. Opinion leaders, community support, people having a good time.We replicate the effect of Meth: fun, energy, sexuality; followed with the breakdown, an abrupt change of direction, as when the glamour of crystal is lost once it falls.We followed with guerilla: bathroom boards, dog tags, water bottles, web. Things they could interact with, reminding them about the risk of Meth without overwhelming them, without sounding condescending.TV and print came afterwards, as the success of grassroots led supporters to increase the effort behind the idea.