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‘Meth: We’re On It’

South Dakota’s new meth awareness campaign was all over Twitter last night and all over the news this morning because of its attention-demanding slogan: “Meth: We’re On It”. My knee-jerk reaction was the same as many others who see this as an outrageously egregious mistake: How could they have missed the double entendre in this slogan?

But give it a second thought. Of course they knew. The whole point is the double entendre, and the attention they knew it would draw. Just look at the domain name they chose. They are in no way using humor to belittle South Dakotans addicted to methamphetamine — they are using humor to burst through the apathy around the issue. A campaign with the same budget and an anodyne slogan like “Just Say No” or “We’re Here to Help” would have gotten zero attention inside South Dakota, let alone nationwide. But here we are, one day after the campaign launched, and South Dakota’s meth problem is at the top of the news nationwide. That’s not good advertising; that’s great advertising.

Erika Hall nails it:

“I lost me to meth.” made everyone laugh and look away.

“Meth. We’re on it.” is a fantastic double entendre that gets everyone to laugh and look again.

Starting with a self-aware joke is so much better than all of the sanctimonious anti-drug campaigns that end up as jokes.

Humorless dullards complaining about the half-million-dollar budget being a complete waste of money are missing the point. Not only is this not a waste of money, it might be the most bang for the buck for any state-sponsored ad campaign in history.

Another tell: the graphic design of the campaign is stellar. Good typography, great logo, great photography.

Tuesday, 19 November 2019