Edgy meth campaign sparks inevitable outrage

South Dakota meth campaign
(Image credit: South Dakota)

Looking for a way to get loads of people talking about a campaign? If all that matters is awareness, then you could probably do worse than to follow the example of South Dakota's new meth awareness campaign – as long as you don't mind the inevitable backlash.

The US state has a meth problem, and its latest approach is, at least, getting people talking, thanks to a campaign centred around a logo featuring the message, 'Meth. We're on it.' It's a clever slogan that's all about the double meaning – you can read it as a statement that it's tackling the meth problem, or an admission that everyone's on meth – and inevitably it's rubbed a lot of people up the wrong way (see our guide to logo design for ideas on getting people's attention without necessarily making them cross).

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Jim McCauley

Jim McCauley is a writer, performer and cat-wrangler who started writing professionally way back in 1995 on PC Format magazine, and has been covering technology-related subjects ever since, whether it's hardware, software or videogames. A chance call in 2005 led to Jim taking charge of Computer Arts' website and developing an interest in the world of graphic design, and eventually led to a move over to the freshly-launched Creative Bloq in 2012. Jim now works as a freelance writer for sites including Creative Bloq, T3 and PetsRadar, specialising in design, technology, wellness and cats, while doing the occasional pantomime and street performance in Bath and designing posters for a local drama group on the side.