On Monday, South Dakota launched its new anti-meth campaign. The new effort to keep people off the Breaking Bad goodness will grace billboards, posters, television, and the web.
Broadhead Co. — a Minneapolis-based marketing and advertising agency — created the campaign.
Still, since Governor Kristi Noem commissioned it, I say consider the endeavor another government job well done.
Also, my congratulations to the taxpayers: So far this year, the state’s Department of Social Services has handed the agency just under $449,000.
If that seems high, there’s good news: As per South Dakota’s contract with Broadhead — which expires May 31st, 2020 — payment shouldn’t exceed $1.4 million.
As for the marketing angle, hopefully Gov. Krisit is pleased as punch. In a public service announcement, she lamented that SD’s meth crisis is “growing at an alarming rate.”
“This is our problem and together, we need to get on it.”
…they’re on it:
If you think you’re having a bad day, at least you didn’t agree to be part of an anti-meth campaign and then find out that your image is being used with the caption: “Meth. I’m On It.” https://t.co/mdM8kaBrEx
— James Hasson (@JamesHasson20) November 18, 2019
I’m unclear on the motives of South Dakota’s new campaign…
Meth. We’re on it.
I’m sure there wasn’t any better idea. pic.twitter.com/ZSWePQc62X
— Cole McDougall (@colemcdougall) November 18, 2019
METH. We’re on it.
Just outstanding work, South Dakota. God, I love working in advertising, public awareness, and advocacy because sometimes you get to do awesome shit. Like getting people to look in a camera and caption the photo: “Meth. I’m on it.”https://t.co/wuquJoCMZs
— Jon of All Trades (@JoATPod) November 18, 2019
Seeing all the jokes about South Dakota's new "Meth. I'm on it." slogan and all I can think is….. pic.twitter.com/WSyYAcRSEr
— Jennifer Hayden (@Scout_Finch) November 18, 2019
“Meth. I’m on It” = 4 words.
$449,000 ÷ 4 = $112,250 per word.
If only I could make that much writing online…the first sentence of this article would be worth more than their campaign.
Come to think of it, I believe it is.
Back to that punch-pleased idea, courtesy of ArgusLeader.com:
[The governor] declared the campaign a success because the mission of the campaign was to raise awareness and get people talking about being part of the solution, not just the problem, when it comes to the state’s meth epidemic.
The campaign is doing that, she said in a statement on Monday afternoon. She added that they hope to emphasize that meth is an issue that affects everyone. Meth isn’t someone else’s problem, and it’s critical that fighting meth and extending hope to meth users becomes a part of daily conversations, she said.
“This a bold, innovative effort like the nation has never before seen,” she said.
She’s not wrong.
Here’s the thinking:
In its proposal, Broadhead says the tagline “I’m on Meth” will create “a movement for all South Dakotans to take an active role in keeping their state a great place to live.”
So that’s about it.
Enjoy the extravaganza:
Thanks to the South Dakota government I just found out I’m on Meth. 😭 Is it in the water?
— 22 minute inquiry 🧢 (@warofwill2020) November 18, 2019
South Dakota alternative headlines to their Meth. I'm On it. campaign:
Let's Get Methy
Mom, Is That Meth In My Loaf?
You Can't Spell Methodist Without Meth
Meth. Deal With It.
This Here Is A Meth Train, Wreck Me Daddy
Gluten Free. No Soy. American Made. It's Meth!
— linus van pelterbomb 🐚🐚🐚 (@lvpelt) November 18, 2019
I’m in awe of South Dakota spending $450,000 for a PSA that says, “Meth: I’m on it.” By contrast Chicago won an award earlier this year for an anti-STI public health campaign https://t.co/gHB8uq5AFf pic.twitter.com/cvW7gSbSVk
— Gregory Pratt (@royalpratt) November 18, 2019
If you liked "Meth. I'm On It", you'll love South Dakota's 2015 ad campaign: "Why die on Mars, when you can live in South Dakota?" (Yes, I'm serious.) More on that gem here: https://t.co/GtrgHyBU7L
— Matt Shipman (@ShipLives) November 18, 2019
It would be more believable if they used this pic.twitter.com/djZqyrCFC8
— Seattle_Gal (@TerriSeattle) November 18, 2019
we couldn't help ourselves. you find out SD's on meth, you CAN'T NOT make a shirt.
— RAYGUN (@RAYGUNshirts) November 18, 2019
Find all my RedState work here.
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