Branding gone wrong? South Dakota's anti-meth PSA is viral

Depending on which side are you on, Broadhead's anti-meth campaign for South Dakota is either super successful or super wrong. 

Launched this week South Dakota's new public health ads raised eyebrows for its ambiguous tagline. 

The State decided to help tackle methamphetamine addiction with the message “Meth. We Are On It” and Twitter exploded. 

South Dakota’s governor, Kristi Noem, hoped to draw attention to methamphetamine addiction in her state. “There’s a problem in South Dakota and we all need to get on it,” the posters explain. “Because together we can get meth out of here.”

Twitteratis was quick to mock the slogan’s phrasing. The Guardian reports that South Dakota’s department of social services paid the Minneapolis marketing agent Broadhead $449,000 for the campaign. In a statement provided to The Guardian, Beth Burgy, president of Minneapolis based agency Broadhead, said that the agency was proud of its work.

For many, the campaign is so controversial and eventually delivers.