SIOUX FALLS, S.D. (AP) — South Dakota’s new anti-meth campaign featuring people of different ages and races saying “Meth. I’m on it” is prompting online guffaws.

Gov. Kristi Noem on Monday launched the nearly half-million-dollar campaign to increase awareness of South Dakota’s methamphetamine epidemic. The campaign includes a new TV ad, billboards, posters and a website.

The campaign’s motto is superimposed over the state outline.

One Twitter user posted: “Surprising anti-meth campaign in South Dakota. With the theme ‘Meth. I'm on it,’ what could go wrong?”

Noem says South Dakota’s meth problem is “growing at an alarming rate.”

A Minneapolis marketing agency created the campaign. South Dakota’s Department of Social Services paid the agency nearly $449,000 this fall, according to the state’s finances website.