South Dakota’s New $449K Anti-Meth Campaign Is Getting Mocked On Social Media

Written by Wes Walker on November 19, 2019

Is it too late for them to ask for a refund? Because that’s pretty bad. On the upside, if they were looking to get people talking about the problem… congrats! It worked a little TOO well.

But was turning an entire state into a laughing stock worth it? And how does South Dakota’s tourism board feel about it?

You might think that a half-million-dollar marketing campaign for a drug use PSA would have foreseen the possibility of this slogan going sideways on them.

What happened? Did they skip the focus-group testing?

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Did they think their idea was so clever that they rushed ahead?

What do you think, are we being too harsh?

Their Governor thinks it was a success.

Noem launched her new anti-meth campaign on Monday to bring awareness to the meth epidemic in South Dakota that will include a new TV ad, billboards, posters and website. The campaign’s motto features the phrase, “Meth. We’re on it,” over an outline of South Dakota, and the ad and posters feature people of differing in ages and races saying, “I’m on meth.”

South Dakota’s meth crisis is “growing at an alarming rate” and impacts every community in the state, Noem said in the campaign’s public service announcement.

“This is our problem and together, we need to get on it,” Noem said.

…But Noem declared the campaign a success because the mission of the campaign was to raise awareness and get people talking about being part of the solution, not just the problem, when it comes to the state’s meth epidemic.

The campaign is doing that, she said in a statement on Monday afternoon. She added that they hope to emphasize that meth is an issue that affects everyone. Meth isn’t someone else’s problem, and it’s critical that fighting meth and extending hope to meth users becomes a part of daily conversations, she said.

“This a bold, innovative effort like the nation has never before seen,” she said.
Source: ArgusLeader

Could there have been any unintended consequences of their messaging?

Oh yeah. Like making it sound like the entire state is strung out on Meth, maybe?

This wasn’t their first foray into unusual advertising.

The mockery went international.

 

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