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'Meth. We're On It.': South Dakota's new anti-meth ad campaign is raising eyebrows

The campaign’s motto is superimposed over the state outline and cost nearly half a million dollars.

South Dakota’s new anti-meth campaign featuring people of different ages and races saying “I’m on meth” is prompting online guffaws.

Gov. Kristi Noem on Monday launched the nearly half-million-dollar campaign to increase awareness of South Dakota’s methamphetamine epidemic. The campaign includes a new TV ad, billboards, posters and a website .

The campaign’s motto — “Meth. We’re on it” — is superimposed over the state outline.

One Twitter user posted: “Surprising anti-meth campaign in South Dakota. With the theme ‘Meth. I'm on it,’ what could go wrong?”

Credit: South Dakota Department of Social Services

Noem says South Dakota’s meth problem is “growing at an alarming rate.”

The Argus Leader  reports a Minneapolis marketing agency created the campaign. South Dakota’s Department of Social Services paid the agency nearly $449,000 this fall, according to the state’s finances website.

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