South Dakota officials knew before they launched their new campaign against methamphetamine addiction that its tagline would provoke people.

But that was the point.

So when the tagline, “Meth. We’re on it,” was unveiled on Monday — on a new state website and alongside portraits of healthy South Dakotans on football fields and in coffee shops — the state’s leaders embraced the predictable social media blowback as a success.

Some people on Twitter wondered if South Dakota had, in its zeal, missed the double meaning. Others criticized it as tone deaf to the devastation methamphetamine has increasingly wrought on the state. Still others said the attempt to be clever had fallen flat.