South Dakota's new 'Meth. I'm on it' campaign sparks confusion

‘Meth. We’re on it’: South Dakota officials slammed for campaign to tackle state’s drug epidemic with ‘poorly thought out’ motto and ads featuring old people and children

• South Dakota’s new anti-meth campaign featuring people of different ages and races saying ‘I’m on meth’ has sparked confusion and ridicule online
• The state’s Governor, Kristi Noem, on Monday launched the nearly half-million-dollar campaign to increase awareness of the state’s meth epidemic  
• The campaign includes a new TV ad, billboards, posters and a website  
• But it has generated criticism on social media for its ‘mixed messages’ 

South Dakota’s new anti-meth campaign featuring people of different ages and races saying ‘I’m on meth’ has sparked confusion and ridicule online. 

The state’s Governor, Kristi Noem, on Monday launched the nearly half-million-dollar campaign to increase awareness of South Dakota’s methamphetamine epidemic. 

The campaign includes a new TV ad, billboards, posters and website, and incorporates the motto ‘Meth. We’re on it.’

South Dakota’s new anti-meth campaign featuring people of different ages and races saying ‘I’m on meth’ has sparked confusion and ridicule online. Pictured above is one of the campaign posters 

One Twitter user posted: ‘Surprising anti-meth campaign in South Dakota. With the theme “Meth. I’m on it,” what could go wrong?.’

Noem claimed that South Dakota’s meth problem is ‘growing at an alarming rate.’

The Argus Leader reports a Minneapolis marketing agency created the campaign. South Dakota´s Department of Social Services paid the agency nearly $449,000 this fall, according to the state´s finances website.

The state’s budget includes $1 million for meth treatment services and more than $730,000 for school-based meth prevention programming.

In a statement on Monday, Noem claimed the purpose of the campaign was to raise awareness when it comes to tackling the state’s meth epidemic.   

‘This a bold, innovative effort like the nation has never before seen,’ she said.

The campaign is expected to use a number of sources over the coming weeks to ‘educate every person across South Dakota’ on the signs of meth addiction.

It will also provide information on the services available to combat addiction and how to get the entire community involved in helping people to recover.   

Kristi Noem claimed the purpose of the campaign was to raise awareness when it comes to tackling the state’s meth epidemic

‘I am confident South Dakota can lead the country in this effort and demonstrate ways we can aggressively combat addiction and spark opportunities for recovery,’ she said.

Broadhead Co, a marketing agency based in Minneapolis, created the ‘Meth. We’re On It.’ campaign. 

The company said that targeting a wider audience of all ages would lead ‘to a unique space and a message that thus far has been missing from the dialogue,’ the Argus Leader reported. 

It said the idea was a ‘passion project’ as the agency enjoys ‘unraveling issues of great complexity,’ according to Wayne Carlson, vice president of brand strategy at Broadhead.

He also told the Argus Leader: ‘South Dakotans are a very prideful people, whether it be an American Indian who resides on a reservation and is very prideful about that particular culture or a West River rancher and the operation that he runs or a nurse in Sioux Falls and just the pride of living in South Dakota.’

In a promotional video, people of all ages are featured saying ‘I’m on meth.’ A voice-over then states: ‘Meth is not someone else’s problem, it’s everyone in South Dakota’s problem and we need everyone to get on it.’ 

The campaign generated much criticism online over its confusing message that suggests that everyone from South Dakota is using the dangerous drug

However the campaign generated much criticism online over its confusing message that suggests that everyone from South Dakota is using the dangerous drug.

One Twitter user wrote: ‘The state of South Dakota spent $500k on an ad campaign to let everyone know we’re on meth.’

Emily Graslie wrote: ‘OOF. south dakota. why are you like this. @dangoldgeier also claimed: ‘Oh lord. This is really real. ‘Meth. We’re On It.’: South Dakota spends $449K on new anti-meth ad campaign.’

A slew of other twitter users criticized the campaign for signalling mixed messages. @drewmagary wrote: ‘A million dollars isn’t cool. You know what’s cool? METH.’

@michaelsterns wrote: ‘There’s an initiative in South Dakatoa rn to help fight meth addiction — part of that initiative is an ad campaign. The tagline? “Meth. We’re on it.” Who approved this??.’ 

Someone else named @LEBassett also wrote: ‘Are we sure this isn’t a pro-meth campaign?.’

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