The internet was quick to jump on the meme machine in response to South Dakota’s latest anti-meth campaign.
The campaign, which cost a whopping $500,000, featured one of the year’s great double entendres as a slogan; “Meth. We’re on it.”
The state of South Dakota has spent half a million dollars on an ad campaign letting everyone know that they are, in fact, on meth.
The billboards and posters feature a number of photographs of everyday people. For example, a friendly old farmer with the caption “Meth. I’m on it.” Another displays a group of teenage football players.
South Dakota’s governor has since defended the slogan and images after they were quickly and widely mocked online:
“Hey Twitter, the whole point of this ad campaign is to raise awareness, So I think that’s working… The campaign was launched by the state Department of Social Services and features a new website, billboards and advertisements with people saying, “Meth, I’m on it.”
Also in defence of the advertisements Laurie Gill, secretary for the Department of Social Services, said:
“We didn’t want this to look like every other anti-drug campaign.”
Well, they hit the nail on the head. It sure doesn’t look like every other anti-drug campaign.
What made the campaign even funnier is some of the hilarious internet responses:
South Dakota: “Meth. We’re on it.”
The rest of the country: “Hey, um, are you guys OK over there?” https://t.co/wX5aNWYoX3
— ArgusLeader911 (@Argus911) 18 November 2019
Rejected options included “Meth: Just Do It” “Meth: for Real Men” “Meth: Fun, Cheap, Wacky” “Meth: Bringing Families Together” “Meth: You Should Buy Some and Use It” and “Got Meth?” https://t.co/0d9IcPwVj5
— J. Kru (@JeridKru) 19 November 2019
METH. WE’RE ON IT. South Dakota state government spent $500k on an ad campaign to let everyone know they’re on meth. 😂 I suppose now the state’s badlands will be known as the “Breaking Bad Lands.” pic.twitter.com/Iq3HDA9o0g
— Lou Brutus (@LouBrutus) 19 November 2019