Meth. We’re on it. - South Dakota Department of Social Services | Clapboard Ad Archive

Meth. We’re on it. from the South Dakota Department of Social Services and created by Broadhead in 2019 is a public service campaign that confronts methamphetamine addiction with a unifying and collective call to action across the state. The campaign challenges the prevailing stereotypes of meth users by emphasizing that there is no singular profile or poster child for meth addiction, thereby broadening the scope of empathy and responsibility beyond isolated individuals to encompass entire communities. Its central message positions everyone in South Dakota as actively engaged in addressing the meth crisis, using the provocative slogan as a linguistic device that symbolizes both personal and societal accountability. This approach fits squarely within Clapboard’s FORMAT#3—Symbolize the Problem—leveraging a memorable double entendre that encapsulates the urgency and scale of meth use without resorting to graphic depictions or dramatization of addiction, which can alienate or stigmatize audiences. Instead, the campaign adopts a documentary and social experiment style across four film assets, presenting meth addiction as a pervasive social issue that demands widespread awareness, prevention, and intervention. The campaign strategically directs audiences to onmeth.com, a hub for treatment resources and community support, ensuring the messaging moves beyond awareness into practical action. Clapboard rates this campaign 64/100. This campaign matters because it demonstrates how public service communications can harness symbolic language to unite disparate audiences under a shared cause while resisting reductive portrayals, signaling a sophisticated evolution in addiction prevention messaging that prioritizes collective responsibility and inclusivity.