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US South Dakota’s governor defends ‘Meth. We’re on it’ campaign

02:55  19 november  2019
02:55  19 november  2019 Source:   msn.com

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South Dakota has rolled out a new anti-drug campaign warning about the dangers of substance abuse and costing taxpayers almost half a million. There was some dispute over whether the double-entendre implied in “ Meth . We ’ re On It ” was deliberate, some criticizing the ads’ “phrasing,” others

South Dakota governor Kristi Noem was hoping a new ad campaign would draw attention to methamphetamine addiction in her state. The campaign ’ s slogan, unveiled this week, bluntly, if not quite clearly, lays out the issue: “ Meth . We ’ re on it .” The words are laid over the outline of the state in

SIOUX FALLS, S.D. (AP) — South Dakota sparked online guffaws Monday by rolling out an anti-drug campaign featuring people saying, “Meth, I’m on it,” and the governor said the backlash proves the effort to raise awareness is working.

FILE - In this Jan. 5, 2019, file photo, South Dakota Gov. Kristi Noem waves after being sworn in to office as the state's first female governor in Pierre, S.D. South Dakota's 2019 legislative session beginning Tuesday, Jan. 8, 2019, will be Noem's first as governor, but she's not the only state official stepping into a new role. (AP Photo/James Nord, File)© ASSOCIATED PRESS FILE - In this Jan. 5, 2019, file photo, South Dakota Gov. Kristi Noem waves after being sworn in to office as the state's first female governor in Pierre, S.D. South Dakota's 2019 legislative session beginning Tuesday, Jan. 8, 2019, will be Noem's first as governor, but she's not the only state official stepping into a new role. (AP Photo/James Nord, File)

The nearly $1.4 million campaign aimed at tackling the state’s methamphetamine epidemic includes $449,000 paid to the Minneapolis-based ad agency that created the tagline. A press release for the campaign said it uses “impactful, even shocking” images of South Dakotans to try to communicate that meth should be tackled by everyone.

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SIOUX FALLS, S .D. (AP) — South Dakota ’ s new anti- meth campaign featuring people of different ages and races saying “I’m on meth ” is prompting online guffaws. The campaign ’ s motto — “ Meth . We ’ re on it ” — is superimposed over the state outline.

The images featured the words, “Meth. I’m on it.” over photos of people in cowboy hats, in a coffee shop or on a football field.

“We didn’t want this to look like every other anti-drug campaign,” said Laurie Gill, the Secretary for the Department of Social Services, which oversaw the campaign.

Many on social media joked about the images making it appear the people in the photos are on meth.

One Twitter user posted, “It seems that if I'm on meth, I can live to a ripe old age, eat in restaurants, play football with my pals, and have a family. That sounds much better than the life I'm having now. Somebody get me some meth.”

Another Twitter user posted: “Surprising anti-meth campaign in South Dakota. With the theme ‘Meth. I'm on it,’ what could go wrong?”

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We ' re On It ." The campaign , which launched Monday and was announced by South Dakota Gov. Kristi Noem, seemed to include people saying they A new anti- meth campaign in South Dakota has prompted a bit of head-scratching. But the state' s governor said this big reaction is exactly what the

South Dakota Governor Kristi Noem is getting some raised eyebrows after she launched her new anti- meth campaign with the poorly-conceived motto, " Meth . We ' re on it ." Other versions of the campaign show images of young people saying, "I'm on meth ."

Gov. Kristi Noem defended the campaign, posting, “Hey Twitter, the whole point of this ad campaign is to raise awareness. So I think that’s working ...”

Noem, appearing in a video for the campaign, said South Dakota’s meth problem is “growing at an alarming rate.” According to the state’s Department of Social Services, the number of 12- to 17-year-olds who reported using meth in the last year is double the national average. The state has also seen the number of people seeking treatment for meth addiction double from 2014 to 2018.

The ad campaign includes a website, billboards and TV ads that will run through May. Gill said the price paid to Broadhead Co. to produce the ads was justified considering that meth addiction is on the rise in South Dakota.

“This is a huge issue,” she said. “And we’re willing to do what we have to do to get people on it.”

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