We're On It!!
We’re on it! Unless you’ve been handing out Bibles in the Amazon Rainforest or held captive in the FLDS compound southwest of Pringle, you’ve probably heard about our meth ad campaign. Yes, I said OUR because as South Dakotans, we all paid for it. It hit home with me when a meme showed up in a text message to me. (If you don’t know what memes or emojis are, ask your grandkids!) A picture depicting me came out of a bill-signing with Gov. Noem in the capitol rotunda. In the pic, it had a bunch of the co-sponsoring legislators of a bill standing on the rotunda steps with Gov. Noem sitting at a desk signing her first bill as governor. The inscription on the overlay read, “Meth: We’re on it.” I immediately took offense, rushed a Facebook posting, saying, “I’m not on it and didn’t approve my pic in the ad!”
Well, my two daughters, who inherited the giggle genes from my mom immediately jumped on it. They thought it was hilarious because the most unlikely meth user they knew was their dad. Then my oldest daughter got my two high school age granddaughters engaged. I received texts like “We’re with you on your recovery Grandpa,” or, “We’re always here for you through your meth journey,” and “It’s okay if you’re a tweaker. I’ll still love you.” Their younger sister Leah asks the mom if you had to smoke to take meth, because Grandpa doesn’t smoke. Well, at least someone was sticking up for me! Thanks, Leah! Of course, my two gigglebox daughters were behind the whole thing.
Next came the homemade memes that weren’t made by the ad agency. Some were funny and some were mean.
So, now that I’ve had time to reflect, what the hell did happen? The state, through legislation, started a 1.4 million dollar ad campaign against methamphetamine, shortened to meth. Broadhead, a Minneapolis-based firm received the bid for this ad campaign. Much has been written about a Minnesota firm getting the bid and not a South Dakota firm. News flash: The Minnesota firm had the lowest bid! We could pass legislation like in Wyoming that unless a bid is over 15% higher, then the company located in the state gets the bid. This is not Gov. Noem’s doing. The state is obligated to go with the lowest bid.
Now as to context, my last 5 years on active duty in the Army, I was a Recruiting Battalion Commander with the South Dakota Army National Guard. I was on two different committees at the Pentagon regarding ad campaigns. The creatives back then called it a “jingle.” I can remember cigarette jingles when I was a kid. Back then cigarette commercials were on TV. It’s now outlawed to have cigarette commercials on TV, but we can have Viagra ads. (?!?) A couple I remember are “Winston tastes good like a cigarette should” and “I’d walk a mile for a Camel” and not-so-politically-correct “Terrington: I’d rather fight than switch.” It had a lady with a black eye in the commercial.
Getting back to military jingles… “Marines, we’re looking for a few good men.” We’d always tease Marines by adding that it’s because they don’t have any now! Sorry my Marine brothers and sisters, but trust me, you have your share of Army jokes. Another was “U.S. Army, be all you can be.” The Army National Guard did a spinoff ending their jingle with “you can.” We had in ranks made up one jingle for the Navy like “join the Navy and” (oops! Marcia says I can’t complete that one). Yes, I know this is a G-rated column.
So, “Meth: We’re on it.” If the intent of this kickoff is for meth awareness, then it is a thousand percent success. Practically the entire national news that evening was dedicated to our meth campaign. My take is that with all this awareness about meth, perhaps meth users will have the courage to step forward and seek treatment. Maybe the shame and depression that got them to take meth in the first place will hesitate for a minute and they’ll ask for help. Family members can realize that it’s not just their loved ones on meth, but that it is an epidemic. If this is the case, I applaud the campaign. Trust me, we will all take “Meth: We’re on it” in our memories to the grave.
Now, if I could get those two giggleboxes to stop the made-up memes, I’ll get some sanity again!
To all the citizens of District 30 and to the men and women in uniform, in honor of all who served, in respectful memory of all who fell, and in great appreciation to those who serve today, Thank You, for giving me the opportunity to represent you.
Tim R. Goodwin, District 30 Representative
Facebook: Goodwin In The House

