Published: Tue, November 19, 2019
Global News | By Blake Casey

South Dakota wants you to know that it’s ‘on meth’

South Dakota wants you to know that it’s ‘on meth’

The public service announcement is generating plenty of discussions online and elsewhere over whether the phrase "I'm on Meth" is a mistake or a clever marketing statement.

The report says the Minneapolis ad agency Broadhead Co. came up with the campaign, and the state has paid the agency almost $449,000 so far this year.

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

The $1.4 million campaign, featuring people saying, "Meth, I'm on it", in coffee shops, and on a football field, paid almost $500,000 to Broadhead Co., the Minnesota-based ad agency that created the tagline. According to the state's Department of Social Services, the number of 12- to 17-year-olds who reported using meth in the last year is double the national average.

"This is a huge issue", she said.

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

ISCHEMIA study goes to the heart of medicine vs medical intervention question
One doctor said there is another benefit in taking heart medications instead of surgery. Experts said the study was well done, and its findings will be hard to ignore.


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

Noem, appearing in a video for the campaign, said South Dakota's meth problem is "growing at an alarming rate". "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".

The campaign, which aims to raise awareness about the problem of methamphetamine addiction, features videos and posters of healthy South Dakotans proudly declaring that they are "on", meaning "committed to tackling the problem of", meth. @dangoldgeier also claimed: 'Oh lord.

"The only way to explain South Dakota's new anti-Meth ads is that everyone involved in their creation is on meth", wrote another.

Others on Twitter had mixed reactions to the message - including a Kansas City-area police department that let its followers know it's not on meth. There was also "philausophy", the current Tourism Australia campaign, aka the typo that cost taxpayers a cool $38 million. You know, like solving the problem. The tagline? "Meth. We're on it".

Like this: