South Dakota anti-meth campaign goes viral—and officials love it

A campaign in South Dakota trying to raise awareness about methamphetamine use in the state is getting blowback from social media for its awkwardly phrased tagline: “Meth. We’re On It.”

On Monday, the state’s awareness campaign was launched and will appear on television commercials, radio ads, social media, and billboards. The logo for the campaign features a yellow outline of the state with “Meth. We’re On I.t” written inside of it.

While the intentions of the campaign are obviously good, the tagline definitely elicited reactions from people.

Others pointed out that this isn’t the first time South Dakota has had a brush with an awkwardly phrased campaign. In 2014, the state launched a “Don’t Jerk And Drive” campaign about driving in the winter.

But Gov. Kristi Noem (R) defended the campaign in a series of tweets on Monday, implying that the social media response was actually helping raise awareness for the campaign.

“Meth is IN SD. Twitter can make a joke of it, but when it comes down to it – Meth is a serious problem in SD. We are here to Get. It. OUT,” Noem wrote on Monday.

Noem later replied to a tweet that said the social media response was what the ad agency behind it wanted, writing: “Exactly! #winning.”

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Andrew Wyrich

Andrew Wyrich

Andrew Wyrich is a politics staff writer for the Daily Dot, covering the intersection of politics and the internet. Andrew has written for USA Today, NorthJersey.com, and other newspapers and websites. His work has been recognized by the Society of the Silurians, Investigative Reporters & Editors (IRE), and the Society of Professional Journalists (SPJ).