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The Drum

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

Anti-meth campaign from South Dakota

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.

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.

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 URL.

Some thought it was pro-meth.

While others just slapped their heads in social frustration.

Others weren’t as kind.

Still others made humorous scenarios.

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

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.

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