South Dakota…. It’s On Meth?

When I first seen this public service announcement, I remembered back to a winter back in 2014. The PSA that time was “Don’t jerk and drive.”

Why do I remember that? Because it was not only controversial, but it stuck in my head. Of course it got snickers and it got jokes, but it got people to think. Even though everyone’s mind seemed to hit the gutter in unison. South Dakota did see a reduction of winter driving accidents that winter. Did it work?

Much like the latest PSA in South Dakota. It did use a tad bit of humor to get it to stick into peoples minds. And it has gotten a reaction. Being shared across Facebook, Twitter, Morning news shows to almost epic proportions. People laughing at South Dakota for all being “on Meth”. And meme’s flying as far as the eye can see. Even though the statement doesn’t need a lot of help as a meme.

But what is the controversy behind it? Lets break down the ad

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The fact is for people that have watched the video, it takes a very serious tone. Even though the name of the PSA maybe questionable, the message is very clear.

A very large problem in South Dakota is Methamphetamine’s. The PSA was put out to bring awareness to it. And showing South Dakotan’s banding together to help people get rid of this habit is the very clear message. Giving a call out to something that South Dakotan’s have done for a long time now. Helping one another in a time of crisis. Any one that knows some one who has been on Meth, knows it can destroy lives quickly. And it’s not a laughing matter.

To understand how PSA’s are suppose to work, is key to why the message was pushed the way it was. They are meant to grab your attention. And make you think in a few seconds about what they have to show you. They also want it to stick in your head as quickly as possible.

This isn’t new to us even though the approach may be. You probably remember some of these PSA’s from your child hood that you didn’t realize stuck in your head. McGruff the crime dog. Smokey the bear. Louie The Lightning bug. Or Mr. Yuck. They were all designed to get in your head and make you think. And odds are, it worked if you remember any of these.

We do seem to live in a day and age though, where a silly cartoon may not get your attention like it used too. Using a play on words helps to break down this barrier. It may seem to be controversial, but it also got everyone’s attention very quickly. And shared millions of times in a very short period of time. The message has spread like wild fire and isn’t limited to South Dakota.

People that are against it are outraged though. Saying it make’s South Dakotan’s look foolish. It also looks like we didn’t put any thought into why people think it’s funny.

They have also said that it’s a serious issue. That should have serious thought. Not “click bait” style luring.

The purpose of the PSA is not lost regardless of the side you take. The message has spread far and wide. So going back to the the purpose of the PSA. Has It caught attention? Yes. And will you remember it? Definitely.

In Kristi Noem’s mind it has been a success. And it looks like it should be nothing more than just that. Or is it just an internet meme that will go no where and die out just as fast? Only time can tell.

What are your thoughts? Is the state a bunch of wacko’s that need to be controlled? Or are they genius’s that have put together something that will stick like “Smokey the Bear”? Please me know what you think in the comments.