The State of South Dakota wants you to know that it's on meth

South Dakota Republican Governor Kristi L. Noem spent $449,000 (more that $0.50 per resident of South Dakota!) on a campaign to educate state residents about the state's program to address its methamphetamine epidemic. That campaign's slogan? "Meth: I'm On It."

The slogan has been widely mocked. Noem insists that this is all part of a cunning plan because "any publicity is good publicity."

Appearing to respond to the backlash in a Sunday evening tweet, Noem bought into the adage that any publicity is good publicity. She suggested the campaign was successful because so many people were talking about it.

In a separate statement emailed to The Washington Post, she called the anti-meth initiative “a bold, innovative effort like the nation has never before seen.”

“South Dakota’s anti-meth campaign launch is sparking conversations around the state and the country,” she said. “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. It is working.”

‘Meth. We’re on it,’ says South Dakota in ridiculed ad campaign that cost $449,000 [Michael Brice-Saddler/Washington Post]

(Thanks, No Name!)