Let's not pretend that this country doesn't have a serious drug addiction problem. You know it, I know it, we all know it; so why do we not talk about it? 

Well, that's exactly what the State of South Dakota hopes to achieve with their new "Meth. I'm On It" campaign that was rolled out earlier today to mixed reviews and a plethora of memes. 

The state's 2020 budget also includes $1 million for meth treatment services and more than $730,000 for school-based meth prevention programming. https://t.co/OeN1yYmQlg

— argusleader (@argusleader) November 18, 2019

South Dakota governor Kristi Noem spoke in defense of the new campaign, saying that "Meth. I'm On It" is aimed at "solutions and hope, and that every one of us in South Dakota can partner to be on meth. Really, the tag line is I'm On Meth."

"The tagline is: I'm on meth," says the governor of South Dakota, ON VIDEO.

Well, the campaign is sure to achieve the state's goal of getting people talking about an important issue. pic.twitter.com/eIdYqgLqDn

— Mike Baker (@ByMikeBaker) November 18, 2019

As far as ad campaigns go, we can already conclude it has been a success.  Heck, people are talking about it, whether upset or just confused, the attention they sought to draw to South Dakota's meth issue has happened, but at what cost? 

I hope you've all figured out that South Dakota's ad agency knows exactly what it's doing and you're giving them the attention they wanted? (If their slogan had been of the "Don't do meth; it's bad for you" ilk literally no one would be aware of SD's anti-meth campaign today.)

— David Jarman (@DavidLJarman) November 18, 2019

More than anything I'm amused by the humorous tone that is being used to promote a serious cause, and I think many others are to. Specifically, the moment when Governor Noem said, "that every one of us in South Dakota can partner to be on meth", before nearly laughing.  

South Dakota launches new anti-meth PR campaign (paying the ad agency 450k to develop it).
“Eighty-three percent of South Dakota's 2019 court admissions for controlled substances are related to meth.”https://t.co/z0MI2QmRDdpic.twitter.com/s3C2zlZvkZ

— Alex Thompson (@AlxThomp) November 18, 2019

Though maybe that says more about me than the ad. Maybe I can't take it seriously, or maybe slogans and signs are all well and fine, but how can I when the real change that is needed seems to never arrive. And telling by the reaction, I'm not the only one. 

Spending half a million dollars to tell people you’re on meth feels like more of a cocaine vibe. https://t.co/ANWlTBIhYK

— Kashana (@kashanacauley) November 18, 2019

For half the cost of this campaign I will develop an even better slogan:

“Drugs. Hell yeah.” https://t.co/f4JfuU5veC

— b-boy bouiebaisse (@jbouie) November 18, 2019

While we focus on South Dakota’s “Meth. We’re on it.” ad campaign, we should not forget the state’s failed “Don’t Jerk and Drive” campaign from 2014.https://t.co/hFciHO5Qc7pic.twitter.com/KQLpngeTbO

— Cooper Lund (@cooperlund) November 18, 2019