South Dakota says, 'Meth. We're On It,' and Twitter asks, Are you guys OK?

Show Caption Hide Caption Meth. We're On It. Statewide campaign kicks off The State of South Dakota launched a campaign for meth prevention and awareness on Monday, Nov. 8.

SIOUX FALLS, S.D. – People across the nation are talking about it: South Dakota is on meth.

The buzz on both national news and social media focused on a new anti-drug ad campaign led by Gov. Kristi Noem.

The tagline? "Meth. We're on it."

Noem launched the campaign to bring awareness to the meth epidemic in South Dakota, and the ad going viral on its first day shows that it's already a success.

"The mission of the campaign is to raise awareness – to get people talking about how they can be part of the solution and not just the problem," Noem told the Argus Leader Monday afternoon. "It is working."

'Meth. We're On It.': South Dakota spends $449K on new anti-meth ad campaign

South Dakota's meth crisis is "growing at an alarming rate" and affects every community in the state, Noem said in the campaign's public service announcement.

"This is our problem, and together, we need to get on it," Noem said.

Noem called the new campaign a "bold, innovative effort like the nation has never before seen."

In the coming weeks, South Dakotans will see the campaign in various media from TV to billboards to radio spots. The goal is to reach everyone in the state and educate them on signs of addiction, resources available to fight addiction and strategies to engage communities in recovery, Noem said.

The state's Department of Social Services paid a Minnesota ad agency just short of $449,000 this fall for their work on the campaign, according to the state's finances website.

"I am confident South Dakota can lead the country in this effort and demonstrate ways we can aggressively combat addiction and spark opportunities for recovery," Noem said.

Twitter seemed a bit confused by the campaign:

My home state just announced a new drug awareness campaign.



Here it is. pic.twitter.com/SYXFbTUCTp — Dianna E. Anderson 🏳️‍🌈 (@diannaeanderson) November 18, 2019

Oh lord. This is really real.



'Meth. We're On It.': South Dakota spends $449K on new anti-meth ad campaign https://t.co/NTKUb93C3g via @argusleader — Dan Goldgeier (@DanGoldgeier) November 18, 2019

I know it's not funny, but I can't stop laughing at this.



Okay, it's a little funny.



Editors, people: hire them.https://t.co/zpYCouWlYt — Matt Shipman (@ShipLives) November 18, 2019

Are we sure this isn't a pro-meth campaign? https://t.co/m0igCAogyw — Laura Bassett (@LEBassett) November 18, 2019