HomeUSA News ‘Meth. We’re on it’: Oddly-worded South Dakota drug awareness campaign ‘breaks bad’ on social media

‘Meth. We’re on it’: Oddly-worded South Dakota drug awareness campaign ‘breaks bad’ on social media
South Dakota has rolled out a new anti-drug campaign warning about the dangers of substance abuse and costing taxpayers almost half a million. But its wording, “Meth. We’re On It,” has drawn ridicule online.

Taking a bizarre twist on “I am Spartacus,” the ads portray average South Dakotans – a kindly old farmer, a churchgoing grandma, high school football players – sternly telling the camera “I’m on meth,” with a narrator cutting in with the standard anti-drug PSA: “meth is not someone else’s problem.”

South Dakota Governor Kristi Noem also hopped aboard the campaign, encouraging residents to “partner” up with a neighbor to “be on meth” in a personal video message.

Breaking911@Breaking911

Governor Kristi Noem: “That’s the tagline. ‘I’m on meth.'”

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While the ads attempt to take a serious tone to address a crisis “growing at an alarming rate,” countless social media users couldn’t help but laugh at the odd wording of the message, one asking“Are we sure this isn’t a pro-meth campaign?”

Jennifer Mascia

@JenniferMascia

This is probably the best thing to happen to meth since Breaking Bad https://twitter.com/ByMikeBaker/status/1196531425152880642 

Mike Baker

@ByMikeBaker

South Dakota has launched a campaign to combat meth.

With this new logo.https://onmeth.com

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ArgusLeader911

@Argus911

South Dakota: “Meth. We’re on it.”

The rest of the country: “Hey, um, are you guys OK over there?” https://www.argusleader.com/story/news/2019/11/18/south-dakota-meth-twitter-reacts-gov-kristi-noem-meth-were-it-campaign/4231529002/?fbclid=IwAR2U0vhjGwWFvt20pbIRexXYUXmv4YdiMXqNKX9MAlyNCxz4xxr5mLY-4Gk 

South Dakota says, ‘Meth. We’re On It,’ and Twitter asks, ‘Are you guys OK?’

People around the world have some questions about our new ad campaign.

argusleader.com

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Developed by marketing and ad firm Broadhead Co., the campaign cost the state just shy of $450,000, including for the video series, billboards, posters and a website, but some were not impressed with the hefty price tag and offered their own services.

Visionary Director Scott Wampler™

@ScottWamplerBMD

$450K? I am in the wrong line of work. I can easily make your state, company or family an absolute laughingstock for no more than $100K. HMU. https://www.argusleader.com/story/news/politics/2019/11/18/gov-kristi-noem-launches-anti-meth-campaign-meth-were-it/4227949002/ 

‘Meth. We’re On It.’: South Dakota spends $449K on new anti-meth ad campaign

The state paid a Minnesota ad agency just short of $449,000 for the campaign this fall.

argusleader.com

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There was some dispute over whether the double-entendre implied in “Meth. We’re On It” was deliberate, some criticizing the ads’ “phrasing,” others hailing it as a brilliant marketing move.

Ben Collins

@oneunderscore__

Phrasing.https://www.argusleader.com/story/news/politics/2019/11/18/gov-kristi-noem-launches-anti-meth-campaign-meth-were-it/4227949002/ 

‘Meth. We’re On It.’: South Dakota spends $449K on new anti-meth ad campaign

The state paid a Minnesota ad agency just short of $449,000 for the campaign this fall.

argusleader.com

257 people are talking about this

Paul Masson@paulmassonbrand

Anyone tweeting anything to the effect of “get a load of these yokels, bet they wished they’d hired a copy-editor” regarding the South Dakota anti-drug initiative slogan (“Meth. We’re On It”) is proving what an ingenious marketing campaign it is by giving them free advertising.

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Running with the idea, netizens helped South Dakota brainstorm additional not-so-anti-drug slogans.

b-boy bouiebaisse

@jbouie

For half the cost of this campaign I will develop an even better slogan:

“Drugs. Hell yeah.” https://www.argusleader.com/story/news/politics/2019/11/18/gov-kristi-noem-launches-anti-meth-campaign-meth-were-it/4227949002/ 

‘Meth. We’re On It.’: South Dakota spends $449K on new anti-meth ad campaign

The state paid a Minnesota ad agency just short of $449,000 for the campaign this fall.

argusleader.com

344 people are talking about this

Sam Baker

@sam_baker

Crack: Let’s Smoke Ithttps://www.argusleader.com/story/news/politics/2019/11/18/gov-kristi-noem-launches-anti-meth-campaign-meth-were-it/4227949002/ 

‘Meth. We’re On It.’: South Dakota spends $449K on new anti-meth ad campaign

The state paid a Minnesota ad agency just short of $449,000 for the campaign this fall.

argusleader.com

See Sam Baker’s other Tweets

The meth campaign is not the first time South Dakota has raised eyebrows with a quirky public service announcement, running a series of ads in 2014 warning drivers not to “jerk and drive” in snowy conditions – referring to the steering wheel, of course.

Cooper Lund@cooperlund

While we focus on South Dakota’s “Meth. We’re on it.” ad campaign, we should not forget the state’s failed “Don’t Jerk and Drive” campaign from 2014.http://nymag.com/intelligencer/2014/12/south-dakota-yanks-dont-jerk-drive-campaign.html 

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Dominic Papatola@Papatola

South Dakota’s “Meth: We’re On It” campaign. Better or worse than its northern sister’s infamous and just as clueless “Leave a Legend” tourism campaign?

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