Meth : we're on it?

Governor Kristi Noem led South Dakota officials in defending the state's new anti-drug ad campaign yesterday (November 18th) after it was mocked online for showing images of people with the tag line, "Meth, I'm on it" or "Meth, we're on it." A press release for the ad campaign aimed at South Dakota's methamphetamine epidemic said it uses, quote, "impactful, even shocking" images of South Dakotans to send the message that the problem should be fought by everyone. The ad includes, for instance, people in cowboy hats, in a coffee shop or in a football field. The online commentary said the tag line over the photos made it appear that the people were saying they're on meth, but Governor Noem tweeted, "Hey Twitter, the whole point of this ad campaign is to raise awareness. So I think that’s working . . . ." Secretary for the Department of Social Services Laurie Gill, whose department oversaw the campaign, said, "We didn't want this to look like every other anti-drug campaign."