Ad Federation blasts state for meth marketing campaign
Nov. 19, 2019
The South Dakota Advertising Federation issued a strong message to state government Tuesday after a Minnesota-based firm created a marketing campaign around the meth crisis: Do business locally.
The campaign, featuring a variety of individuals who are “on meth,” made international news this week as it sparked widespread reaction – generally negative.
The “on meth” campaign was created by Broadhead LLC following a request for proposals by the South Dakota Department of Social Services.
Nine in-state agencies put in proposals for the meth awareness campaign, according to the South Dakota Advertising Federation. “A campaign tackling a serious, real and devastating epidemic. A campaign that should not be taken lightly,” the federation said in a statement.
“Our in-state talent is incredibly in tune with the opportunities and challenges our state holds. We are acutely aware of the seriousness of the issues currently affecting our state. And we are passionate about our state’s future.”
In a series of tweets, Gov. Kristi Noem stood behind the campaign.
“Now that I’ve got your attention,” she wrote. “Meth is a SERIOUS problem in SD. One that affects your son, daughter, husband, wife, parents and grandparents .. it affects YOU. Make this a conversation at your dinner table. Get on it and get it OUT!”
The agency’s contract was $1.375 million, which included $695,000 for creative work, public relations, market research and account-related support. The rest was for media placement of the campaign.
“When public, in-state entities decide to award large advertising budgets to out-of-state companies, we can’t help but throw a red flag and remind the public of the implications,” the South Dakota Advertising Federation said.
“South Dakota has an incredible pool of talent in terms of advertisers and marketers, as well as young talent that is continually desiring to enter our in-state workforce.”
The budget dollars exiting the state could have been put to great use here, it continued.
“They could have saved positions at agencies that are looking for new business. The dollars could have given new graduates opportunities to stay in state. The dollars could have delivered a message by South Dakotans that resonates with South Dakota,” the statement said.
“This holiday season — and all year round — please consider the incredible talents, retailers and opportunities we have here in South Dakota. Please patronize them and feel good about stimulating in-state economy and providing additional and new opportunities.”
In its proposal, Broadhead wrote:
“What if we took the approach that meth was everyone’s problem? And it impacts communities across the state – be it a community that is a family, a school, tribal communities, urban areas or the far-flung ranching communities. What if we can get everyone to be ON meth? To be actively engaged in looking for and reporting, to know how to get help and support? To reduce the stigma of one person or family fighting their demons and replace it with a community pledge to do more to fight for the future of South Dakota? To shift the message from the devastating effects of meth to one borne out of optimization and empowerment?”
The goal, it continued, is “to get a reaction. To make people stop and think. It will increase awareness of the negative impacts of methamphetamine use and promote resources for prevention, treatment and recovery. The call to action brings people to resources quickly, as demonstrated by the simplicity of the website. … Our campaign will get attention and lead people to resources for prevention, treatment and recovery.”
The Washington Post, one of many outlets that covered the story, interviewed Beth Egan, an associate professor for advertising at Syracuse University, who said her first reaction was: “What were they thinking?”
“One of the things that struck me is, obviously everyone gets the play on words, they’re trying a twist,” she said. “But what they’re missing is that advertisers no longer have control over the conversation. You need to be mindful of how consumers are gonna take it and run with it in their own way.”
The article continued:
“Egan was also struck by how much South Dakota spent on the campaign when about 882,235 people live in the state. ‘I know they’re not necessarily looking for a financial return, but that’s a lot of money,’ she said.”
In a statement Noem sent to The Washington Post, she said:
“South Dakota’s anti-meth campaign launch is sparking conversations around the state and the country. The mission of the campaign is to raise awareness — to get people talking about how they can be part of the solution and not just the problem. It is working.”
