Showing on “Fox & Buddies” with host Ainsley Earhardt, Noem mentioned that considered one of her first pledges as governor was to “deal with the tough challenges in our state and considered one of them is [methamphetamine] dependancy.”

She informed Earhardt that South Dakota has “double the nationwide common of center schoolers in our state which might be utilizing meth.”

“It’s impacting each household. It is clogging our courts and our jails, costing the state a whole bunch of hundreds of thousands of {dollars}…And this advert marketing campaign is to get folks speaking,” she defined.

Broadhead Co., the Minnesota-based advert company that created the tagline, was paid close to $500,000 for the $1.4 million marketing campaign, which featured folks saying, “Meth, I am on it,” in espresso retailers, and on a soccer area.

Nevertheless, some on-line weren’t as enthusiastic concerning the marketing campaign as Noem.

One particular person tweeted, “Is South Dakota making an attempt to promote meth?”

One other wrote, “The one technique to clarify South Dakota’s new anti-Meth advertisements is that everybody concerned of their creation is on meth.”

Noem shot again in protection of the marketing campaign: “Hey Twitter, the entire level of this advert marketing campaign is to lift consciousness. So I believe that is working… #thanks #MethWeAreOnIt.”

“Once we put this collectively and labored with folks in South Dakota and all through the state to actually message this. We knew it might be provocative,” she defined. “We needed folks to begin speaking about meth in a means that they by no means had earlier than and we’d like each single particular person in South Dakota to get on this problem.

“With the southern border being the best way that it’s — being porous — we’ve got lots of meth shifting into the nation and thru our state. And, it’s one thing our communities have been coping with for a protracted time period,” she added.

The marketing campaign is anticipated to run by means of Could and embody a web site, billboards, and tv. Gill justified the worth paid to Broadhead Co. by saying meth dependancy in her state is a “big problem.”


The state has seen an uptick in meth use by 12- to 17-year-olds within the final 12 months that’s double the nationwide common. From 2014 to 2018, the quantity of individuals within the state in search of remedy for meth dependancy has doubled.

“Individuals which might be joking about this clearly will not be watching the advert marketing campaign, they are not watching the commercials, and so they haven’t got anyone of their life that they are coping with,” she mentioned. “So, that is actually one thing that individuals have to take significantly and I encourage them to go to the web site.”

Fox Information’ Louis Casiano and The Related Press contributed to this report.

Julia Musto is a reporter for Fox Information Digital. You will discover her on Twitter at @JuliaElenaMusto.