Internet and memes

South Dakota authorities have launched an anti-amphetamine ad campaign. The slogan reads “We are sitting on a meta”

450 thousand dollars for posters, TV commercials and onmeth.com. “What was another version of the slogan,“ Met steers “?”, - they ask in social networks.

On November 18, the governor of the US state of South Dakota announced the launch of a large-scale anti-drug campaign, including posters, TV commercials, billboards and a special site. All this to draw attention to the “methamphetamine epidemic.” But there is a problem: the slogan of Meth. We’re on it ”(“ Met. We are working on it ”) can be read as“ Met. We [sit] on it. “

Posters prepared by Broadhead advertising agency are not correcting the situation. They depict soccer students, seniors and regular cafe visitors. “Met. I am on it ”(or“ Met. I’m in business ”), is written on each poster. The campaign site address is onmeth.com (“scheduled .com)”.

The authorities of South Dakota spent 450 thousand dollars on the campaign. And she fulfilled at least one goal – attracted attention. For several hours, social networks were filled with jokes about the fact that the state advertises methamphetamine, and the authors of the slogan themselves are using drugs.

South Dakota Launches Meth Campaign 
With this logo


Social network users began to come up with their own slogans.

For half the cost of this campaign, I’ll develop an even better slogan: “Drugs. 
Hell yeah


Which slogan was rejected, “Met steers”?


The agency spent $ 1,000 on the campaign and another 449 thousand on meth

Spending half a million dollars to tell people you’re on meth is like cocaine

South Dakota trying to advertise meth?


If all these people are sitting on a meta and looking fine, then maybe I should also? Well, that is, I feel like I’m missing something

Against the backdrop of resonance, state governor Kristi Noem said the ad was intentionally ambiguous to provoke a discussion on methamphetamine use. “We expected such a reaction. But this is a kind of irony of healthy South Dakota residents [on posters] who, with a high degree of probability, do not use meth. But this is our common problem. Everyone should participate in its decision, ”added representatives of local authorities. Broadhead refused to talk to The New York Times, redirecting all questions to the South Dakota authorities.

In 2014, the state had already fallen into a similar story with advertisements: the Department of Public Security placed billboards on the roads warning the drivers not to “pull the steering wheel” on snowy roads once again. But in the slogan “Don’t Jerk and Drive” they saw an explicit reference to masturbation, which is why the campaign was turned off.

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