Minneapolis ad agency 'proud' of South Dakota anti-meth campaign

Broadhead says the response shows that the campaign is doing its job.
Author:
Publish date:
south dakota

It's the advertising campaign that got America talking, not necessarily for the right reasons, but the Minneapolis agency behind it is proud of the work it's done.

The new anti-drug slogans adopted by South Dakota, "Meth. I'm On It," and "Meth. We're On It," have been making waves across the country, to the point that #MethWeAreOnIt was trending nationally on Twitter on Tuesday.

It was the work of Minneapolis-based Broadhead, an advertising agency that has ran numerous big campaigns across the Midwest, particularly in the agriculture and livestock sectors.

While the campaign's double entendre has sparked confusion and amusement among some of those confronted with it, its aim was to raise awareness of the growing meth problem in South Dakota, and how it affects all of its residents whether directly or indirectly.

Thanks to the campaign, there is little doubt now that South Dakota has a meth problem that urgently needs addressing, and as far as Broadhead president Beth Burgy is concerned, "the campaign is doing its job.

"It’s generating conversation, it’s soliciting all kinds of reactions and, yes, it’s making people uncomfortable," she said on Tuesday evening. "But discomfort causes change and demands action. This campaign is the necessary first step to initiate change and start conversations surrounding meth use."

"We knew ‘Meth. We’re on it.’ was going to be provocative and would drive a lot of conversation. We think it took a lot of courage to get this message out there, and we’re incredibly proud to be part of this effort."

Burgy explained that her agency looked to differentiate itself from the anti-drug campaigns that have gone before.

"When you look at previous meth work, they all take a similar direction – it’s full of gritty imagery, daunting statistics and fear tactics. As an agency, we asked ourselves: how can we break through the noise and do something different?" she said.

"The impetus for the campaign was the idea that meth affects everyone in the state. It’s not just one person or one family that is impacted, but entire communities.

Want to advertise with Bring Me The News? Find out how.

“We chose to illustrate that visually by featuring South Dakotans that you wouldn’t expect to be on meth, and juxtapose their portraits with the 'I’m On It.' headline. It’s intended to make you stop and do a double-take.

“This campaign represents South Dakotans from all walks of life and communities across the state — be it a family, a school, tribal communities, urban areas or ranching communities. Meth is everyone’s problem and we need to come together to put an end to it."

South Dakota is among the states struggling with a growing influx of methamphetamine, much of which is entering the country across the Mexican border.

Yahoo News reports that there has been an exponential rise in meth seizures at the border, while the purity of the drugs being trafficked have also been "drastically" increasing as well, making it more potent.

Next Up

Karl-Anthony Towns

Wolves-Grizzlies game off, KAT tests postive for COVID

The Timberwolves star was among several players that are dealing with COVID-related issues.

minnesota state fair

Planning for the 2021 Minnesota State Fair is underway

The fair suffered huge financial losses due to COVID-19, but organizers are moving forward with planning "different scenarios" for this summer.

Screen Shot 2021-01-15 at 2.16.44 PM

Heather Brown named as new WCCO 'This Morning' anchor

She will be joining Jason DeRusha on the CBS affiliate's Morning Show.

DPS John Harrington

DPS Commissioner: No credible threats to state Capitol, but ready if something arises

Local and state law enforcement officials have a plan in case a threat arises.

snow, slush (submitted photo, ok to use)

Here are snow totals from Thursday-Friday winter storm

It's a slushy mess in the metro, but snow did pile up in southern counties.

tim walz

Walz fury after report that government's COVID vaccine reserve is nonexistent

The Washington Post reported Friday that the Trump Administration has shipped out all the vaccines it has already, with none in reserve.

closed sign

What's open and closed in Minnesota on MLK Day 2021?

Local government offices will generally be closed on Monday.

BMTN 900x450 (8)

Company that falsely promised student loan forgiveness banned from MN

It's also been ordered to repay $11,499 in fees taken from Minnesotans.

covid-19, coronavirus

Here is Minnesota's COVID update for January 15

Hospitalizations are the lowest in Minnesota since October 25.

Sars-Cov-2

Osterholm: B117 COVID strain could become major issue in 6-8 weeks

The B117 variant is believed to be more easily transmitted.

Related

Young woman died at Minneapolis homeless camp from meth, fentanyl OD

It's the second death at the camp linked to meth and fentanyl.

Screen Shot 2019-03-26 at 9.16.20 PM

Huge meth seizure after raid at high-rise Minneapolis apartment

Authorities seized 64 pounds of meth, worth hundreds of thousands of dollars.

Colossal Cafe to close in south Minneapolis

Its St. Paul locations will stay open, however.

College Gameday

'College Gameday' coming to South Dakota, is Minneapolis next?

The Nov. 9 game between the Gophers and Penn State makes some sense.