South Dakota's anti-meth campaign featuring people appearing to admit they're addicted is already working ... according to Governor Kristi Noem, who says extreme shock was the intent of the tagline.
Gov. Noem launched the initiative Monday with the slogan "Meth. We're On It" ... which, at first glance, makes ya think the state's changing its name to Methopotamia -- but the Gov. tells TMZ ... she's cool with that kinda Internet buzz.
South Dakota Department of Social Services
She's thrilled the campaign is trending and "sparking conversations around the state and the country." She says people are finally "talking about how they can be part of the solution and not just the problem."
The campaign includes a new TV ad, posters, billboards and a website, and is meant to raise awareness of the growing crisis in South Dakota -- as well as many other states -- and how to fight it. The state has reportedly spent nearly $500k on the campaign, so far.
Noem added, "This is a bold, innovative effort like the nation has never before seen. Over the next few weeks, this campaign will operate through various mediums to educate every person across South Dakota on signs of addiction, resources available to combat addiction, and strategies to engage communities in recovery."
In other words, the Governor fully believes South Dakota's on it!