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Advertising Twitter Drugs

South Dakota’s 'We’re On It’ anti-meth campaign puzzles the Twitterverse

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By Kyle O'Brien, Creative Works Editor

November 18, 2019 | 3 min read

The state of South Dakota apparently has a big methamphetamine problem. So much so that governor Kristi Noem paid agency Broadhead nearly half a million dollars to come up with a campaign to help combat usage.

Meth campaign

Anti-meth campaign from South Dakota

However, the phrasing the Minneapolis shop used to get the message across has caused some in the social realm to wonder if the message is more pro-drugs than anti-meth.

The campaign logo features an outline of the state with the phrase ‘Meth. We’re on it.' A dedicated website, TV ad, billboards and posters feature people of different ages and demographics quoted as saying, “I’m on meth,” from grizzled cowboys to high school football players.

Meth We're on It

While the taxpayer contributed $449,000 to the campaign, according to a story in the Sioux Falls Argus Leader, the state also budgeted $1m for meth treatment services and more than $730,000 for school-based meth prevention programming, as well as implementing task forces.

Still, the Twitterverse couldn’t contain itself when it saw the campaign and its onmeth.com URL.

SD twitter response

Some thought it was pro-meth.

SD twitter response 2

While others just slapped their heads in social frustration.

SD twitter response 3

Others weren’t as kind.

SD twitter response 4

Still others made humorous scenarios.

SD twitter response 5

One kind advertising major even offered her help coming up with better ideas.

SD twitter response 6

South Dakota is the same state that pulled an earlier public service campaign, titled 'Don't Jerk and Drive' in 2014, by agency Lawrence & Schiller, due to its blatant double entendre.

See more of the campaign by clicking on the Creative Works box below.

South Dakota, Meth. We're On It by Broadhead

Overall Rating 3/5

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