Weed

South Dakota’s Anti-Meth Campaign Raises Questions

The $1.4 million ad campaign in South Dakota includes TV commercials, billboards, and social media posts—all bearing a similar tagline: “Meth. We’re on it.”

South Dakota’s new anti-meth campaign is confusing people with the tagline, “Meth. I’m on it.”

The $1.4 million ad campaign in South Dakota includes TV commercials, billboards, and social media posts—all bearing a similar tagline. 

“We didn’t want this to look like every other anti-drug campaign,” said Laurie Gill, Secretary, SD Department of Social Services.

Gov. Kristi Noem (R) announced the campaign rollout on November 18 to help with the drug crisis in South Dakota. According to a release, twice as many 12-17-year-olds in South Dakota reported using meth in the past year than the national average. 

“South Dakota’s meth crisis is growing at an alarming rate,” said Noem. “It impacts every community in our state and it threatens the success of the next generation. This is our problem, and together, we need to get on it. If you see something happening or you know of someone who needs help, call 1-800-920-4343 or go to OnMeth.com. Let’s get meth out of South Dakota.”

Not surprisingly, Twitter users chimed in with commentary about the ad campaign and it’s confusing slogan.
 

Governor Noem then answered the snarky responses with one of her own:

One person on Twitter noted that the firm behind the campaign, Minnesota-based Broadhead Co., likely knew exactly what it was doing when it came up with the idea. Governor Noem responded to that tweet saying, “Exactly!”

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