November 19, 2019


On Monday, the state launched a public awareness campaign to combat a meth crisis that is “growing at an alarming rate,” according to Gov. Kristi Noem. They launched a website, video, and logo stating, “Meth. We’re On It.” Note, they aren’t selling a product, but trying to get people talking about a serious health crisis that few know exists — all in the 47th-largest state with a meager communications budget. And, yes, they understand the double-meaning; that’s the entire point of the campaign.

Within hours, the message was published in the Washington Post, the New York Times, and getting pushed by millions on social media. Public awareness was raised and people are talking about an issue no one had heard of 24 hours earlier. An obvious marketing success.

Incidentally, “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.”

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