South Dakota is 'On Meth'...and Onto Something
Lets’ get right to it.
South Dakota launched a controversial statewide campaign yesterday to address its methamphetamine crisis, an epidemic similar to those impacting and devastating so many communities across the U.S.
Here are a few examples of campaign images and language appearing across online media, and as part of a broader print and out-of-home effort.
So, why are we writing about this? Well, because just about every outlet in America is covering the effort. Not to mention, it has marketers, communicators and millions of armchair ad-folks waxing poetic on its “effectiveness” “appropriateness” or other measures of “good-ish-ness.” Twitter is ablaze with takes, most of which go to great lengths to lambaste the campaign for everything from denigrating the citizens of South Dakota to promoting meth usage. A FOX News headline from last night summarizes prevailing sentiment:
‘Meth. We’re on it.’ campaign rolls out in South Dakota to confusion, ridicule.
Here’s an opposing take: I think this is going to be a case study for marketers years from now — and for a lot of the right reasons. And I absolutely agree with South Dakota’s Republican Governor that, if the goal of the campaign is purely to “raise awareness,” it’s undoubtedly working.
So, I’m ready to give this campaign a high mark, at least on a few classical fronts. I already know the how’s and why’s of the folks that disagree. They say the campaign is idiotic. They claim it needs too much explanation. They assert that is does nothing to help South Dakotans beyond making them a laughingstock. Or, they’re simply making Twitter noise by ginning up memes from their apartment located nowhere near the state of South Dakota with predictable Breaking Bad-inspired photoshop. I hear all those folks, and I respectfully disagree.
This effort is doing what millions of other campaigns - be they for a company, product, brand, cause or state initiative - only dream of achieving.
It has stopped people in their viewing, listening and scrolling tracks.
It has generated an avalanche of national news.
It has sparked intrigue, emotion, debate and conversation.
And, as Governor Noem accurately stated, it has massively raised awareness…in less than 24 hours.
All those are check marks for the ‘Meth. We’re on It’ effort. Unfortunately, it’s only one side of the equation. And don’t get me wrong, that side is massively important. The other measures that must be taken into account involve AUDIENCE and ACTION. This is where the jury is still out and, in my mind, what will ultimately resolve the debate in an unassailable way.
Who are you trying to reach and why? If you’re trying to connect with current residents of South Dakota, the 280-character rants of a Twitter user in Brooklyn are utterly inconsequential. How do your state’s citizens feel when watching the ad or seeing the billboard? Are they embarrassed? Are they confused? Do they not know the issue these communications are addressing or understand the how and why?
The answers to those questions are also revealed in action. What is the true goal of the campaign? My guess is that it’s way beyond “awareness.” Do you want a greater percentage of afflicted communities to take advantage of state-provided resources? Do you desire increased private contributions to support the fight? Is it about coffeehouse and diner debates that validate just how big a dinosaur is lurking? What about visits to onmeth.com and particular engagement metrics therein?
Only time will tell. The jury is not me, the media, social zealots or even politicians. It’s the people of South Dakota and what they do as a direct result of this effort.
On Meth or Off It.
To be continued…