Can't be an easy life working on anti-drug campaigns - trying to get people to stop taking a highly addictive illegal substance is no small task. And when usage of the substance in question is spiralling, as is the case with methamphetamine and opioids in the United States right now, that task is even greater.
Well, officials South Dakota are on the case and this is what they came up with:
The campaign, based around the slogan 'meth - we're on it', cost the state a whopping USD $450,000 (£348,000 / AUD $660,000), according to South Dakota Newspaper The Argus Leader, and it's left some people scratching their heads.
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The aim of the campaign is to focus on communities coming together to help stop the scourge of methamphetamine from spreading through the state.
Advertising agency Broadhead says the tagline will create 'a movement for all South Dakotans to take an active role in keeping their state a great place to live'.
Unfortunately though, there's a quite understandable misapprehension about what the slogan means - basically, it also seems to suggest that everyone pictured in the ad is addicted to meth.
"What in God's name were they thinking?" wrote on person on Twitter after seeing the campaign.
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"The whole state is on meth?" said another.
A third added: "It really sells you on meth though doesn't it?"
South Dakota Governor Kristi Noem unveiled the campaign this week and announced the images will be plastered everywhere, including in a new TV ad and on billboards, posters and websites.
"This is our problem and together, we need to get on it," Noem said.
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While the images went viral on the internet, Governor Noem isn't actually fazed by people taking the p*** - the state leader is just happy that the conversation is taking place.
She said: "This a bold, innovative effort like the nation has never before seen.
"I am confident South Dakota can lead the country in this effort and demonstrate ways we can aggressively combat addiction and spark opportunities for recovery."
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Broadhead also backs the campaign and reckons it'll get the state talking.
Wayne Carlson, vice president of brand strategy at Broadhead, said: "South Dakotans are a very prideful people, whether it be an American Indian who resides on a reservation and is very prideful about that particular culture or a West River rancher and the operation that he runs or a nurse in Sioux Falls and just the pride of living in South Dakota.
"We wanted to take real South Dakotans and give them this message that we all need to be on it. If you look at the numbers, it's really easy to imagine the entire state of South Dakota being overcome by this thing."