Methamphetamine touches every corner of South Dakota, impacting both urban and rural communities. So when the state of South Dakota came to us looking for a campaign to address the growing meth problem, we opted out of the scare tactics and took a different approach. We created a warm, motivating space that calls on all community members in South Dakota to tackle an issue that affects everyone in the state. Hours after the launch, the internet went crazy.

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​There were 51,000 visits to the campaign website on launch day. On the second day, the :30 video had 434,000 views and 51 people had called the treatment hotline. Within three months the campaign had 5.62 billion impressions and by the end of the six-month campaign, the campaign website had 183,000 unique visitors. More importantly, 184 people voluntarily contacted the help line and 44 people were referred to treatment.

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Created with: Debbie Christensen (Creative Director), Walt Burns (Creative Director), Shannon Yurick (Art Director, UX/UI/Web Designer & Graphic Designer) and Andy Anderson (Photographer)