Sioux Falls, SD – The tagline, “Meth. We’re on it” is part of a campaign by the state of South Dakota to raise awareness to the problem the drug is creating in that state.
South Dakota Governor Kristi Noem has championed the controversial campaign that started in the last week, according to USA Today.
In one video, an elderly man wearing a blue jean jacket and on a ranch says, “I’m on meth.” The next person is an elderly woman in a church who repeats the same line. Then parents, teenage athletes and other assorted individuals all admit to being on meth.
"The mission of the campaign is to raise awareness – to get people talking about how they can be part of the solution and not just the problem," Noem said, according to the Argus Leader. "It is working."
The state is spending almost $700,000 on the anti-meth campaign, according to Star Tribune.
Noem said the use of meth is growing “at an alarming rate” and impacts every community in the state, according to the campaign’s public service announcement.
"This is our problem, and together, we need to get on it," Noem said, according to USA Today.
The Governor called the campaign a "bold, innovative effort like the nation has never before seen."
Many people on Twitter disagreed, according to the Argus Leader.
Minnesota Star Tribune columnist Jennifer Brooks posted a photo on Twitter of the state of Minnesota that is on the eastern border of South Dakota. The photo had a red arrow pointing to the west and stated, “Meth. They’re on it.”
Brooks also tweeted, “I see South Dakota trademarked this motto. Good thinking. Wouldn’t want any other states using this motto.”
Laura Bassett, a journalist who writes for GQ Magazine and the Washington Post, asked on Twitter, “Are we sure this isn’t a pro-meth campaign?”