South Dakota recently launched a new awareness campaign centered around the state's meth problem.
Unfortunately, upon its debut, the campaign went viral due to its strange, unexpected tagline.
And what was that tagline?
"Meth. We're on it."
South Dakota has launched a campaign to combat meth. With this new logo. https://t.co/u5l7HF7mK9 https://t.co/OvRjkCqlHl— Mike Baker (@Mike Baker) 1574110296.0
Watch the video ad here:
Meth. We're on it. South Dakota Meth Prevention Full Commercial 2019www.youtube.com
The program is meant to raise awareness of the state's new treatment services.
In addition to stating "Meth. We're on it." the campaign features images of individuals stating "Meth. I'm on it."
The state's 2020 budget also includes $1 million for meth treatment services and more than $730,000 for school-base… https://t.co/WJ2k1K6osp— argusleader (@argusleader) 1574104651.0
Others are concerned by the message it might be sending, however.
This is South Dakota's new anti-meth campaign slogan. I do not think it means what they think it means. https://t.co/PI2EFxJuvR— Lisa Gutierrez (@Lisa Gutierrez) 1574108619.0
South Dakota launches new anti-meth PR campaign (paying the ad agency 450k to develop it). “Eighty-three percent o… https://t.co/3yOKVakvMS— Alex Thompson (@Alex Thompson) 1574110425.0
Also, JUST TO BE CLEAR, it's not a joke. Here's the governor announcing the new campaign and website: https://t.co/YQHJMAnG3H— Mike Baker (@Mike Baker) 1574110515.0
This ad campaign cost half a million dollars to produce.
The state of South Dakota spent $500k on an ad campaign to let everyone know we’re on meth https://t.co/TjAycDtjut— 🤠 (@🤠) 1574109526.0
.@govkristinoem did South Dakota really just trademark "Meth, We're On It?" What a horrible idea. How many rural re… https://t.co/j2608wcyGd— Matt Hildreth (@Matt Hildreth) 1574106136.0
Note to self - Do not have SD help with any future branding campaign. #MethWeAreOnIt 🤦🏻♂️ https://t.co/13oOvbLU2q— Chris Berg (@Chris Berg) 1574135959.0
Even the South Dakota's governor got in on the action.
"The tagline is: I'm on meth," says the governor of South Dakota, ON VIDEO. Well, the campaign is sure to achieve… https://t.co/Lfr1E8IM3X— Mike Baker (@Mike Baker) 1574112583.0
South Dakota Social Services Secretary Laurie Gill calls the state's new "Meth. We're On It" campaign "inclusive an… https://t.co/1wPVnRYCah— Andy Shain (@Andy Shain) 1574111583.0
Many people felt the campaign was a ridiculous waste of money.
South Dakota taxpayers paid $450k for a new anti-meth PSA campaign. And here's what the state came up with… https://t.co/nxhdiViQKO— Lachlan Markay (@Lachlan Markay) 1574112037.0
Others, however, felt the campaign knew exactly what it was doing.
I hope you've all figured out that South Dakota's ad agency knows exactly what it's doing and you're giving them th… https://t.co/gLma4pLCjt— David Jarman (@David Jarman) 1574113221.0
South Dakota could’ve launched a standard public service campaign about meth addiction today and nobody anywhere wo… https://t.co/kEdNTkiqG4— Brian Floyd (@Brian Floyd) 1574112750.0
The South Dakota meth ad campaign is doing exactly what it supposed to do— Chris (@Chris) 1574112678.0
Many felt they were more engaged with South Dakota's meth issues thanks to the campaign.
@lachlan I think I kind of get it. They seem to be trying to show us that even normal, every day people can get cau… https://t.co/HhT2YuDOiL— This is f*cked up! (@This is f*cked up!) 1574113147.0
Hey Twitter, the whole point of this ad campaign is to raise awareness. So I think that’s working... #thanks… https://t.co/OTHv2XHuSd— Governor Kristi Noem (@Governor Kristi Noem) 1574115564.0
Already, the campaign is helping the state's efforts to become better publicized.
I’m grateful for the federal government’s efforts to confront opioid addictions, but South Dakota’s primary addicti… https://t.co/lYWggX9JDH— Governor Kristi Noem (@Governor Kristi Noem) 1551282180.0
South Dakota lawmakers have begun the task of figuring out how to address the state's meth epidemic. https://t.co/qWk3nMqMUp— Lisa Kaczke (@Lisa Kaczke) 1565128134.0
Nailed it https://t.co/eqmEBY2V5r— Parker Molloy (@Parker Molloy) 1574108888.0
So...I guess well done, South Dakota?
You're on meth in a good way!
The book Methamphetamine: Crystal Meth - Abuse, Addiction and Treatments is available here.