Addiction to methamphetamines, or meth, has grown into a huge problem in the United States, amounting thousands of overdose deaths each year and millions of dollars spent on treatment, medical and other associated costs. Meth usage also destroys countless of lives, including those of family members and other loved ones impacted by addiction.
So in the wake of this crisis, local, state and federal agencies have stepped up efforts to combat meth addiction by raising awareness about the physical, emotional and financial costs of meth usage.
The state of South Dakota late in 2019 unveiled its meth awareness campaign that sought to make a significant impact. And it did. The campaign with its tag lines “Meth, We’re on it” and “Meth, I’m on it,” attached to high school football players, ranchers and other healthy looking South Dakotans, made headlines across the world. The intended message was that meth addiction and prevention has become a priority for all types of South Dakotans. The campaign was covered by news outlets including The New York Times, Washington Post, BBC News, The Guardian, USA Today, and AdWeek.
On social media, the campaign went viral. Many called it a complete marketing fail, others said it was misguided. Some described the $450,000 initiative as a waste of taxpayer money. But ask South Dakotan officials and they’ll tell you it was an instant hit.
Laurie Gill, he state’s secretary for the Department of Social Services told The New York Times in November that the state wanted a marketing campaign “that got the attention of the citizens. We are looking for a way that would cause the citizens to stop, pay attention and understand that we do have a meth issue and that there are resources available.”
South Dakota Governor Kristi Noem clapped back at critics, saying that the fact that so many people were talking about the campaign meant that it was a success, and more importantly, it sparked conversations about an important issue.
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