Residents of the US city of South Dakota have been left scratching their heads after locals volunteered to appear in an anti-drug campaign that used the accompanying tag line, “Meth. I’m on it.”
The $US449,000 ($A660,000) campaign is the work of local creative agency Broadhead and is supposed to infer that “Meth. Residents are aware of the problems associated with it.”
Last year, three local residents died from meth use while the drug accounted for 83 per cent of court admissions for controlled substance cases in 2019.
However, South Dakota social services secretary Laurie Gill praised the campaign for its “aggressive approach”.
Gill added: “It’s evident there’s a need for an aggressive approach to reduce use of the devastating drug. This is a movement to educate South Dakotans on the signs of addiction, the treatment resources that are available, and how to implement prevention techniques in their homes and among their communities.”
Still, most local residents were simply left confused by the message:
Bill Pearce, assistant dean at the University of California at Berkeley’s Haas School of Business, told The Washington Post. “Any good marketer would look at this and say: ‘Yeah, let’s not do that.’”