‘Meth. We’re on it,’ says South Dakota in ridiculed ad campaign that cost $449,000
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South Dakota is on meth – at least, that’s the message behind a new anti-drug ad campaign so widely mocked that one marketing expert could only laugh before calling it “a colossal blunder.”

The “Meth. We’re On it.” awareness initiative was introduced Monday by South Dakota Gov. Kristi Noem, a Republican, to address the state’s methamphetamine crisis. In a news release, officials underscored the importance of combating drug use in a state where twice as many 12- to 17-year-olds reported using meth compared with the national average.

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