South Dakota Spends $450k On An Antidrug Campaign Which Says That Everyone In The State Is On Meth
Making a powerful and memorable PSA campaign is a hefty task. But is it really that hard not to make it sound like everyone in your state is high on meth? We are looking at you, South Dakota. Apparently, the state recently launched a campaign that aims to raise awareness of the meth epidemic, however, many people interpreted the campaign’s tagline “Meth. We are on it” as claiming that everyone in South Dakota is doing methamphetamine.
More info: Facebook | onmeth.com | youtube.com
Recently South Dakota started trending on the internet for releasing an eyebrow-raising antidrug campaign
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Image credits: onmeth
The campaign was launched as Governor Kristi Noem’s initiative to battle the methamphetamine crisis in the state. However, soon after the campaign was launched, she had to start explaining the real message of the ads.
Image credits: onmeth
According to Noem, they decided to make this PSA a bit different. Instead of condemning the drug addiction, they aimed to bring the community together by encouraging people to help those who struggle with drug abuse.
Image credits: onmeth
So, the tagline “Meth. We are on it” means ‘we are on the case of meth’ rather than ‘we’re all doing it’.
The reactions to the campaign varied, with some finding the tagline hilarious to others saying it’s outright horrible. It doesn’t help that the campaign was ridiculously expensive. According to Argus Leader, it cost a staggering amount of $449,000.
Here’s how people reacted
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I thought it was ridiculous at first, but once I read about it (which ad led me to do), I really like the sentiment of the epidemic being everyone's issue and the destigmatizing nature of the ad.
I completely agree, HOWEVER the amount of money they spent on it is staggering.
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It's a bad use of phrasing, I didn't even read the post or watch the video but even I can assume it's supposed to be something like "Meth? We're on the case", not "we're all on Meth".
No, it's an excellent use of phrasing -- it's far more eye-catching and attention-catching this way and it does express the truth that a whole lot of South Dakotans (maybe a lot of people they never suspected) ARE on it -- plus there's the wordplay double meaning that indicates that the government is aware of the problem and is taking care of it. It's too bad that people are missing the point.
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What are people going on about🤷🏾♀️.The point is so poignantly, albeit, creatively clear, its an epidemic, ergo *we are all on it*
It is a very good campaign. But i have to admit i laughed at the parodies
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To make someone think what the ad is about is the whole point! If you can't remember an ad then it is not doing its job. I think people will look at the ad and think, What the heck? and then follow up what it's about. My son was on ICE (crystal meth) as we call it here in Australia and ANY ad campaign no matter how stupid it looks is there to stop the horrendous vileness of a drug that changes lives literally and figuratively. I'm on it, South Dakota!
Didn't anyone who designed this campaign see that saying, "I am on meth." As a way of saying I am aware of the problem and working toward a solution is absolutely ridiculous? How did it ever get this far?
Obviously the point is being made, the campaign is a viral success, and most are simply not bright enough to get the sarcasm in the slogan. That being said it is kind of a black eye for the state as well.
It's not a black eye to admit you (as a state) have a problem and are addressing it.
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I actually got the ad and I think it's pretty clever and straight to the point, you have to be an idiot to think otherwise. But these days making fun of everything is more important than the REAL problems, so I'm not really surprised with some reactions.
I love the way they have trademarked the slogan. As if anybody is going to want to steal it.
Maybe they should have paid a little extra for someone to proof read this slogan first. I totally see why the people of South Dakota would be pissed about this. Why a ridiculous waste of money.
I thought it was ridiculous at first, but once I read about it (which ad led me to do), I really like the sentiment of the epidemic being everyone's issue and the destigmatizing nature of the ad.
I completely agree, HOWEVER the amount of money they spent on it is staggering.
Load More Replies... It's a bad use of phrasing, I didn't even read the post or watch the video but even I can assume it's supposed to be something like "Meth? We're on the case", not "we're all on Meth".
No, it's an excellent use of phrasing -- it's far more eye-catching and attention-catching this way and it does express the truth that a whole lot of South Dakotans (maybe a lot of people they never suspected) ARE on it -- plus there's the wordplay double meaning that indicates that the government is aware of the problem and is taking care of it. It's too bad that people are missing the point.
Load More Replies... What are people going on about🤷🏾♀️.The point is so poignantly, albeit, creatively clear, its an epidemic, ergo *we are all on it*
It is a very good campaign. But i have to admit i laughed at the parodies
Load More Replies... To make someone think what the ad is about is the whole point! If you can't remember an ad then it is not doing its job. I think people will look at the ad and think, What the heck? and then follow up what it's about. My son was on ICE (crystal meth) as we call it here in Australia and ANY ad campaign no matter how stupid it looks is there to stop the horrendous vileness of a drug that changes lives literally and figuratively. I'm on it, South Dakota!
Didn't anyone who designed this campaign see that saying, "I am on meth." As a way of saying I am aware of the problem and working toward a solution is absolutely ridiculous? How did it ever get this far?
Obviously the point is being made, the campaign is a viral success, and most are simply not bright enough to get the sarcasm in the slogan. That being said it is kind of a black eye for the state as well.
It's not a black eye to admit you (as a state) have a problem and are addressing it.
Load More Replies... I actually got the ad and I think it's pretty clever and straight to the point, you have to be an idiot to think otherwise. But these days making fun of everything is more important than the REAL problems, so I'm not really surprised with some reactions.
I love the way they have trademarked the slogan. As if anybody is going to want to steal it.
Maybe they should have paid a little extra for someone to proof read this slogan first. I totally see why the people of South Dakota would be pissed about this. Why a ridiculous waste of money.
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