AdFreak

South Dakota Baffles Rest of America With New Drug Slogan, 'Meth. We're On It'

$449,000 campaign gets less-than-glowing feedback

meth-were-on-it-south-dakota-2019 — The new campaign was aimed at addressing a meth epidemic the state says is "growing at an alarming rate."State of South Dakota

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If someone tells you they’re “on” meth, you’d be justified in being concerned. And this week, quite a few people are concerned for South Dakota.

The state’s new anti-drug campaign, announced by Gov. Kristi L. Noem on Monday, uses some eyebrow-raising double meaning with its slogan, “Meth. We’re on it.”

Created by Minneapolis agency Broadhead on a reported budget of $449,000, according to the Argus Leader, the campaign sparked a quick wave of skeptical commentary in social media.