South Dakota's new anti-drug campaign? 'Meth. We're on it.'

It's the work of a Minneapolis ad agency.
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south dakota

An advertising campaign in South Dakota is raising eyebrows, with its double entendre anti-drug message telling citizens: "Meth. We're On It."

The campaign was launched to fanfare and immediate furore – thus accomplishing the aim of drawing attention to the campaign – by South Dakota Gov. Kristi Noem on Monday.

It's part of an initial investment of $449,000 being made by the state's Department of Social Services, which comprises a TV ad, billboards, posters and a website to draw attention to the state's worsening meth crisis.

And there's a Minnesota connection too, with the campaign the work of Minneapolis-based marketing and ad agency Broadhead Co.

Unfortunately, nobody at Broadhead has been giving the nod to speak publicly about the campaign at this stage, despite BMTN's efforts.

But in the video released Monday, Gov. Noem says that the meth crisis "is our problem, and we need to get on it."

Nonetheless, it seems the ad's message was a little too subtle for some, taking the statement of "We're On It" at face value, resulting in widespread online mockery.

Gov. Noem defended the campaign on Monday, telling the Argus Leader that it's already proving effective, and makes it clear that meth addiction is a problem that impacts all state residents, whether directly or indirectly.

In its pitch to South Dakota, Broadhead proposed the campaign thus: 

"Simply, but powerfully telling the story that meth is everyone’s problem, we ask the audience to engage and think. Visually, we see South Dakota residents – grandmothers, businessmen, tribal elders, people who we would not expect to be dealing with the meth crisis directly, combined with the headline, “I’m on Meth.” It is inclusive, empowering and establishes the idea we are creating a movement for all South Dakotans to take an active role in keeping their state a great place to live."

This isn't the first time one of the Dakotas has drawn attention for its ad campaigns.

Remember this from North Dakota in 2012? It was pulled for being too racy after encouraging men to come to the state to pick up women, telling them: "Arrive a guest, leave a legend."

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