PIERRE, S.D. — South Dakota Gov. Kristi Noem said the state's Department of Social Services is launching the state's "largest and most aggressive meth campaign that our state has seen or done."
The campaign's slogan is "Meth. We're on it."
The state shelled out a total of $1.375 million to Broadhead Co., a Minneapolis marketing agency, for the media campaign.
Noem made the announcement in a video on her Facebook page Monday, Nov. 18.
"Meth and its use in South Dakota is growing at an alarming rate," Noem said in the video.
Noem said that 13 people in South Dakota died from meth overdoses in 2018 and that number of ninth graders in the state that have tried meth is double the national average. She added that 3,000 arrests in the state last year were tied to meth and its use.
"That's too many. It causes a breakdown of the family, puts children in dangerous situations and keeps people from being successful," Noem said.
"While most of the country talks about opioids and that is an issue for us but by far out largest issue is methamphetamine," Noem said.
"This campaign is going to be very different. A lot of times you've seen campaigns that deal with drug and addiction that feel hopeless or are condemning. That is not what this campaign is going to be about; this campaign is about solutions and hope," Noem said.
The campaign's website, http://onmeth.com, focuses on treatment options and solutions for meth use.
"The tagline is 'I'm on meth.' Each one of us is on the case of meth. We're protecting our families, we're protecting our friends and we're protecting our communities from this meth epidemic we've seen," Noem said.
Noem noted that past meth awareness campaigns were successful in raising the age of first-time meth use.
"I think South Dakota can lead by example on how we treat meth addiction," Noem said.
According to a news release, the state has "implemented meth task forces in Sioux Falls and Pennington County."
"These two areas accounted for the majority of the state’s 2,242 arrests in the first eight months of 2019. Additionally, Noem’s FY20 budget request included more than $1 million in funding to support meth treatment services and more than $730,000 for school-based meth prevention programming," the release states.