Where South Dakota’s “Meth. We’re On It.” Campaign Went Wrong

Recent missteps in South Dakota’s anti-meth marketing campaign demonstrate why knowing your audience is key. Unveiled earlier this fall, South Dakota’s $1.4 million anti-meth campaign features the tagline, “Meth. We’re On It.” Amidst widespread concern over the escalating methamphetamine crisis — state officials seized 78 pounds of meth in the first six months of 2019, up from the 66 pounds seized in all of 2018 — the new campaign was met with both confusion and criticism. The slogan was...