South Dakota Gov. Kristi Noem Launches 'Meth: We're On It' Ad Campaign

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.
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.
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?”
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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[@SavageInstitute]

She spent half a million dollars to tell people the whole state is on meth. Smart. 😂

[@sgt.mikebaran7105]

Well Here In Michigan We Are All On Crack...

[@mr.bipolar3344]

I live in Texas. Meth is a big problem in East Texas.

[@johnbeavers9977]

As a SD resident, let me be the first to say. Yes, we’re all on meth...

[@shawnhorning2125]

John Beavers unless you have an adderall precipitation

[@johnbeavers9977]

Impossible, we have cheap and plentiful amphetamines everywhere.

[@scottyj6226]

Well that explains the way you people drive

[@johnbeavers9977]

Scotty J no, we’re just naturally terrible drivers.

[@braydenaadland7171]

@@johnbeavers9977 Just wait until you see Minnesota drivers...

[@tomservo5007]

The war on drugs from the 80s made this worse , that and privatizing prisons

[@6Haunted-Days]

Made it worse?! Oh honey no no no…..the war on drugs and private prisons MADE THE WHOLE THING!!!! We imprison over 25% of our population THAT IS DISGUSTING isn’t it?!? 🤢

[@raymendoza8157]

I'm on math

[@ryanb2764]

do weed

[@TruckTaxiMoveIt]

I do math 4, sometimes 5 times a day. But it's okay I can stop anytime I want

[@robertteague6342]

Ray Mendoza science is harder

[@tenzackyogi1742]

Math makes no sense.

[@scottyj6226]

Man I did some math once, went from x,y to Pythagorean theorem to zzzzzzzzzzz-zzzzzzzzzzz

[@sdkid6059]

Is this a tourism advertisement ?? And why did they send half a million dollars to Minnesota for crap like this ??

[@nicke1903]

Well Alcohol is ND big claim to fame, costs and kills more than Meth. Oh and you can buy it at the Grocery Store too.

[@nicke1903]

@JDS12451 nah just Drunk

[@sdkid6059]

@@nicke1903 True, a friend of mine died a while back at only 42 years old; Death by vodka, Every time he left the hospital, he'd walk across the street to a grocery store & get more vodka, Then end up back in the hospital in yet another medically induced coma, or something, to save his life, yet again. Can't grow hemp in SD, but you can drink yourself to death, with political government assistance.. Brilliant ??

[@leenaright3949]

Seriously ? "I'm on meth" is a ridiculous slogan for an anti drug campaign.

[@nicke1903]

They need to be on Alcohol, really save Taxpayers Money

[@leenaright3949]

@Bunnicula Vampire Bunny couldn't have said it better.. relieved there are still sane people left in this world.

[@braydenaadland7171]

I know right? Now all of SD is being ridiculed.

[@cllcccic8270]

wow.. if the rest of south dakota is on meth, maybe I should join too 😔 Update! I'm on meth! We're on it

[@braydenaadland7171]

@@cllcccic8270 Congratulations! You're a true South Dakotan now.

[@tomitstube]

she's a republican, what did you expect? something that made sense?

[@achilles1373]

You're right. A Democrat would probably legalize it. That way ppl would become dumb enough to vote for them.

[@kazz1896]

Since your a Liberal please explain the disaster that is San Francisco?

[@PeterSedesse]

Colorado should do an ad campaign " i'm on weed" for tourism and show happy smiling people

[@callofdutyruinedmylife1128]

i mean maybe if the US wasnt so damn depressing people wouldnt be on meth

[@sgt.mikebaran7105]

Yes.....Girls need to put out more...Then guys wouldnt be bored doing drugs...

[@callofdutyruinedmylife1128]

@@sgt.mikebaran7105 LMAO

[@tjudah9022]

Great campaign to allocate the misuse of funding.

[@nicke1903]

It's a Scam, Alcohol causes more Deaths in ND but the Gov. Makes money off the Alcohol so it's ok! More than Meth, Opiates and Tobbacco....North Dakota is full of Drunks, that like to drive. People should relax, a Drunk Driver will more likely hit and kill your kid getting off the Bus before they get a chance to use Meth.

[@riverratrvr9225]

They're not! It just shows however, you never know who actually is! ITS EVERYWHERE AND I HATE IT!

[@DistractedDaisy]

Just make pot legal and everybody will fall back in line..

[@TOAOM123]

Stats have shown that to not be true in the least Furthermore, many states and cities that have legalized pot have seen many more issues arise Just look at Colorado To be clear: I'm all for legalization But its not that simple

[@nicke1903]

@@TOAOM123 everything has it's special considerations that need to be looked at, Marijuana isn't even close to as damaging or judgement impairing as Alcohol, they ban Alcohol above 6% ABV sit back n look at all the new addicts brought to light

[@TOAOM123]

@@nicke1903 To the individual person- correct Thats why im fine with its consumption The problems cities have seen are an increase in homelessness, property crime, and the proliferation of much more serious drugs Certain places have also seen am increase in vehicular collisions My only point is it's complicated though i do lean more towards legalization

[@DistractedDaisy]

@@TOAOM123 then prohibit drinking and smoking cigarettes too.. Drinking has many more issues- drunk driving, domestic violence.. Just legalize it and stop throwing people in jail for smoking pot, stop letting criminals run the drug companies without paying the taxes- they also shoot and kill people when money is good and the drug is illegal. People will always be a problem but we can't outlaw people. Just Legalize it and eventually it will be just like drinking, gambling and smoking.. everybody does it anyway. IT'S NOT THAT HARD! and I agree with you too.. Society is changing and homelessness has always been a problem -

[@jimmorrison8014]

I'm on meth "I'm lovin it."

[@TruckTaxiMoveIt]

M

[@sgt.mikebaran7105]

Share Dammit...Pass The Bubble

[@indosmoke151free4]

C U Meth pussy drug boring

[@coloradogix5016]

Watching this commercial: “Mom did you know Grandpas on meth!?”

[@bigdickpornsuperstar]

Grandpa? That was my 19 year old kid brother.... Meth is a horrible drug!

[@walawala7985]

500K on this??!! LMFAO

[@dannyschroeder6216]

I'm from South Dakota. I'm not on meth. Make sure you all look up the actual video. It's shocking. Makes it sound like we should all " get on it". Mind blown.

[@404ubermensch]

quit methin around

[@Kgdeadpool]

systematic self organization 10:50pm: laughed so hard at your comment, woke my hubby.🤣

[@onceANexile]

Just GO AFTER THE COP'S WHO SUPPLY IT. EASY.

[@wayneruffner223]

Probably not easy tho, cause the local head sheriff will probably say.... (the guy is a federal agent and I can't touch him)...

[@UncleChillGuitar]

Meth will ruin lives but its still safer than a Popeyes Chicken Sandwich.

[@rickhard3979]

where might I acquire some of this "Meth"?

[@kilgoretrout6136]

🤣🤣🤣

[@nostrandholdings2324]

It's North Dakota , in reddneck land it's everyone

[@TruckTaxiMoveIt]

South Dakota State House

[@thebluewhale8891]

@@DeVille777 South Dakota, North Dakota, same difference.

[@toorop1982]

We'll if you live in South Dakota ask your neighbor were all on it.

[@amayak]

I live in SD, and Kristi is a really cool person, but I’m sorry this just ain’t it

[@Frosty1611]

She honestly should resign after this mess i was happier trying to explain to ppl where south dakota was and yes it is a real place in the usa now i have to explain that no we are not all on meth just the goverment is she says it worked we are all talking about it no we are all the laughing stock of the internet thanks kristi

[@vhehn]

I live in south dakota and kristi is a moron.

[@cllcccic8270]

all part of kristi's plan! yee haw

[@lolwha4021]

Guess we know where Jessie went after Alaska......

[@yousircantknow8987]

*South Dakota: Pays cokehead to make anti-meth campaign.*

[@brandonb2045]

Cokehead? I gotta know more! Do tell!

[@jamesc9897]

What i learned from this video...s Dakota has a hot governor

[@jeffmunger]

No shit!

[@indosmoke151free4]

Joke of the day is that lady crazy oh I forgot she is on Math

[@johngarcia6810]

Meth, Just Do It.

[@lovely-mk4rt]

That money spent on that ad should be for TREATMENT CENTERS

[@pR1mal.]

Meth, Religion, and other dangerous drugs.

[@Jack0ps]

I was serving a customer at the bar, here in SD, and he showed me this. God we were dying of laughter... "Meth? Ooooh, we on it...." "We are ON that shit!" "Do you know why we pulled you over? We heard you weren't 'on it'!" "Meth capitol of the world! You KNOW we all on it!"

[@michaelbarnhart2593]

This is actually phase 2 of the campaign. They launched an initial campaign with a detailed outline of their plan of action called: "Meth. See what we've got cooking."

[@RobertEskuri]

This is NOT meth. - Walter White.

[@bad77dragtruck]

"South Dakota, it's boring as fuck, bring drugs."

[@petefarx1882]

13 is just not an attention grabbing number at all. I honestly would have guessed there were way more deaths than that in SD a year.

[@oldheadprisonofficer7024]

I know a bunch of missourians are looking at these people going "it's your first time of meth isn't it? 😉"

[@arnoldscully8906]

I would not mind doing the governor. I would serve "at her pleasure" as they say.

[@nickredbear9293]

Im from South dakota and this shit just ain't addin up WTF

[@Junk65]

“I’m the GOV’NER of South Dakota and I’m on Meth”. Yes you are lady, you sure is!

[@sandra2631]

For God's sake! I cannot take any more of this idiocy!

[@mr.bipolar3344]

MEME TIME!!

[@JeffGeraghty]

If you haven't quit doing meth by age 80. Just do it. (Nike Symbol) =D

[@gff1649]

Weed is the answer legalized weed and any other drugs mandatory 10 years dealers 30 years and problem solved!

[@bigdickpornsuperstar]

What someone would do to you against your will is a crime. What you do to yourself as a consenting adult is a freedom. It is the government's job to protect us from those who would do us harm against our will. It is NOT the government's job to protect us from ourselves as informed citizens. What right does the government have to tell you what state of mind, altered or otherwise, you are allowed to be in while in the privacy of your own home? And if they can tell you HOW to think, what stops them from telling you WHAT to think? At the very least, it can be argued that recreational drug use of any kind should be considered a 1st Amendment Right of freedom of expression.

[@codyrileywilliams6342]

See I think it's funny because the government is trying to do this but I guarantee you if they could tax the shit like cigs and booze they wouldn't give a flying frick about it

[@letsgobrandon5814]

All you have to do is put a handle on the pharmaceutical companies and close our borders and then guess what ? THE end of drug crisis ! It's just that simple.

[@bongbongtravels6108]

This is the grim future of the Republican Party.

[@tehpurplepills]

Almost as good as Bidens promise to "keep punching away" at the domestic abuse problem.

[@mustafadarrar5880]

This brings me to my next topic: DO NOT DO METH!

[@rayh755]

Meanwhile I'll get 70 years in prison for a joint here in Florida

[@rgwak]

By showing that a lot of normal people are meth, it kind of sends the message that a lot of normal people are on meth. 🤔

[@evilemoji420]

I am officially ashamed of my state

[@donbarile8916]

Coming to a Southpark episode near you. Hats and t-shirts available by Friday.

[@PacificPier]

Reverse engineering/manufacturing fictional crises - the new modus in marketing & false news feeds

[@jacesaces15]

Honestly if Noem just eased up on her stance on Pot, we'd probably have less of a problem with Meth.

[@burke3289]

And this is the people we let in government offices and wonder why America has gone to shit wake up

[@jonny.f4803]

The only thing thats working about this ad is thinking SD is dumb as dirt.

[@annakimborahpa]

"Meth, I'm on it" is a slogan that can be interpreted in several ways and so the ad campaign sends an ambiguous message: Either (1) 'I'm currently abusing an illegal substance or (2) 'I'm working on the problem of this illegal substance'. What are impressionable children and teenagers supposed to think when they see an advertisement where a rancher, a churchgoer, a farmer, and a housing inhabitant say they are 'on it?' Later they show the same rancher hugging a child, perhaps his grandchild. Does he say to his grandchild, "Meth, I'm on it"? Not knowing the subtleties of language and double meanings, does the grandchild say, "Grandpa, why are you on meth?" Or was someone in Minnesota trying to further destabilize their southwestern neighbor? Governor Kristi Noem, so you are 'on it,' eh?

[@djmacarson281]

It doesn't have to mean anything, it just has to be provocative.

[@MK-xn6qx]

Anything against drug is better than nothing. A person not on meth would definitely understand this ad. It slightly missed it's slogan + not showing horrible images/videos about people on meth. Somebody is trying to fight for it... appreciate it & don't be a hater.

[@iii-ei5cv]

It certainly is raising awareness And as far as anti-drug campaigns go, it surely beats "Just say no"

[@betsywall7571]

Poor choice of language to convey that people are concerned about epidemic meth use in their state. Get the money back that was paid on that ad folly.

[@emothotlover47]

I’m ashamed to live in this state rn

[@alexjones4president]

More importantly, let's talk about who's on welfare.

[@dustyfireworks585]

South Dakota haven't heard that name in the news in years

[@lunkystraydog6572]

This is what happens when you don't have legal marijuana

[@Roudter]

AWARENESS - I'm aware and will do nothing. I just gave a thumbs-up to a picture of a dying child....I saved her...

[@malenotyalc]

It is a good double entendre that is doing what it was designed to do - raise awareness of the problem. Bravo. Also with a governor with such smoking hot eyes, who needs meth?

[@idontknowt76]

I’m form South Dakota and this a terrible ad campaign but meth is a problem is South Dakota because 70% of all drug related court cases is for meth I know what the campaign was trying to say but didn’t quite hit the mark.

[@freespeechisdead1565]

I'm on meth.....no seriously, please help me..... What a dumb ad campaign btw.

[@seanmooney9170]

Get outta here.13 deaths a yr.yall dont have a problem.check west Virginia's drug overdose rate.check the facts.help where its needed and stop wasting your taxpayers dollers.build a rehab or something north Dakota lol

[@cedarpoplar7443]

They say it so casual. Are they really talking about meth, as in Crystal Meth? WTF

[@elcajondavid1]

What a waste of money. People are going to do meth if they choose to and ad won't stop them.

[@kieranschafer5180]

This is why nobody wants to go to the Dakotas

[@bricktannen]

as a citizen of SD i'm honored to have my governor spend half a million dollars on a fucking south park episode slogan, jesus fucking christ end the nightmare already

[@repurposedart9897]

What about Fentanyl laced drugs.. someone is making a lot of side money to keep this business rolling. Even with mass surveillance, the GOV will not do anything to stop it... Arresting a few small-time dealers does nothing unless they expose the top players and gov official bring it into the country

[@stephenresler]

This is an utterly stupid add campaign. Are the actors on Meth, against Meth, what? Give me half the money and I will come up with an Anti-Meth Campaign that states the message clearly and forcefully.

[@wagonburnerz2230]

Youre gonna use video of water protectors to sell your video? Wow!

[@lukeiverson4079]

Yeah and if she legalized marijuana this would be less of a problem

[@funsizepolitics6107]

Only 13 people died from meth? Even 1 is terrible, of course, however 13 sounds less than what it probably actually is.

[@tanyaowen8223]

There are only approximately 59 residents populating S. D....

[@MrHansBattle]

What's wrong with being on meth? How else am I supposed to get out of bed in the morning? The quintuple espresso stopped doing anything years ago.

[@onebuffalo5402]

But have they tried E-meth?

[@shawnmurphy5731]

You know its good because it's blue

[@jordanjoestar8839]

As somebody who lives in SD, I will admit it is a gorgeous state with a quickly growing population. Relaxed laws (aside from weed *looking at YOU KRISTY*) and a very low cost of living/high paying jobs. Meth is a problem. At least everywhere I've seen. Albeit often small, it seems like a sore we can't stop scratching. I've seen plenty of people turn into a hollow shell and its terrifying. I think the irony of this ad is the fact ANYBODY can be messing with it, often times your average high school player, farmer or average citizen. Terrible it even exists, but I wish we used this money on something more productive related to the issue.

[@mustafadarrar5880]

I don't know how people get addicted to it? Everyone knows how bad this drugs is - even my 7 year old knows how bad this drug is and we still have people trying it, thinking that we are going to try once, we are not "addicts" and will just try once. It just pisses me off, what the fuck is wrong with us.

[@derrickbosedb]

It should be ...Kristi Noem, I'm an idiot.

[@CandyHatsuneWolff]

Yes, but is VD still for everybody?

[@loveworksnoevil]

Everytime these people make campaigns against things I really wonder if it's the dealers who make the ads, SMOKE in big huge font letters kills really small font at the bottom,

[@grant8490]

So why is it that whenever I see a large drug bust in the paper, which is daily, it's always marijuana? I have always said I would love to see a large meth bust one of these days, but it never happens.

[@JokerL1000]

The memes about to be *LIT*

[@cllcccic8270]

South Park vs South Dakota 😂

[@apolloniaapollonia2744]

Just Say No

[@ujdd201]

No....literally the are actually on it.

[@DHGZOMBIEKILLER]

Well guys we the world thinks we meth addicts

[@rainsrandall8769]

Meth flavored Kool aid lol..good ad maybe it'll she some light on this problem

[@ieatemos]

Yet everyone is allowed to sell "incense burners", they're even on Wish! I see meth heads every single day at my work and there's nothing I can do about it.

[@hunnerd4566]

Me a South Dakotan: well at least you tubers are gonna talk about us now

[@thechosenoneilluminati4380]

With a campaign name like that, they must be using

[@bakedbaker6097]

Man yall need to stop mething around

[@rustyshackelford1413]

I like the concept of the program, I don't think many people realize just how many functional meth addicts there are in society. Most only picture a stereotypical dirty junkie with scabs and missing teeth who is out there committing crimes. It's good to present the idea that someone like a neighbor or a coworker could an addict without showing any outward signs. However, I believe the program is going to be completely ineffective and that the money should be spent on treatment, not commercials.

[@ChairmanMeow1]

idk if I agree with the hate of this. I mean look at how much media its gotten.. its gone viral. which means its brought a ton of attention to the meth crisis... isnt that a good thing?

[@2213blaise]

IM from south dakota there is alot of meth use in urban areas but damn what a shity campaign

[@boogerparty]

...I'm on WHAT?!?

[@josephdale69]

Hey, we’re watching the video. We know about it. Seems like a genius marketing ad and exactly what they wanted.

[@rebekkahrisien13]

I'M NOT ON METH