An advertising campaign to address methamphetamine use in the US state of South Dakota has sparked controversy for its bizarre catchphrase: “Meth. We’re On It”.
The ad created by a Minnesota agency which cost almost half a million dollars left some locals concerned it outed its own advocates as meth others, while others praised its self-aware wording.
Governor Kristi Noem said the campaign was "working" and is confident South Dakota can lead the country in an effort to aggressively combat addiction.
"Meth isn't someone else's problem, and it's critical that fighting meth and extending hope to meth users becomes a part of daily conversations," Ms Noem said.