Uniting communities against meth use

South Dakota Department of Social Services

Brand Activation

Meth. We’re On It.

South Dakota Department of Social Services enlisted broadhead’s help in launching “Meth. We’re On It.” — a provocative campaign designed to unite and mobilize communities in the fight against the state’s meth crisis. The fully integrated campaign, including television, radio, digital, and social media content, as well as the development of a resource-dense website, set the Internet ablaze just hours after launch. From Gayle King to The New York Times, seemingly everybody had something to say about the head-turning work, making it one of the most talked-about anti-drug campaigns in the social media era.

“Some will suggest it was a bad idea, some will say it’s sheer brilliance. In 24 hours, that campaign has raised awareness of meth more than we’ve been able to do in the last several years.” Pennington County Sheriff Kevin Thom to Sioux Falls, Associated Press
Meth. We're On It. posters for South Dakota Department of Social Services