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.
“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.