- Officials in South Dakota launched an anti-meth campaign with the slogan “Meth. We’re on it,” which has been mocked and ridiculed online.
- Others have also called the motto “tone-deaf” to those impacted by the epidemic and have criticized the state for spending nearly $450,000 on the campaign ads.
- However, South Dakota’s governor seems happy with the response, saying that the campaign is working because its mission is to get people talking about the issue.
South Dakota Is on Meth
South Dakota launched an anti-drug campaign on Monday with the highly criticized slogan: “Meth. We’re on it.”
According to state records, South Dakota’s Department of Social Services paid a Minneapolis ad agency $448,914 for the campaign, which includes billboards, commercials, and social media photos that aim to raise awareness about the state’s growing meth epidemic
“South Dakota has a problem,” said a message on the campaign’s website, onmeth.com. “There isn’t a single solution because meth is widespread. But we can approach it from different angles, so it doesn’t take over counties, towns, neighborhoods. Let’s work together. Meth. We’re on it.”
As you might have seen all over social media by now, photos for the initiative include South Dakotans of various ages alongside the motto.
A video for the campaign also features different South Dakotans saying “I’m on meth.”
State’s Meth Epidemic
Drug addiction is actually a serious problem in the state. When announcing the initiative, officials said that in 2019, 83% of the state’s court admissions were specifically related to meth. On top of that, twice as many 12- to 17-year-olds reported using meth compared to the national average, according to the National Survey on Drug Use and Health.
The issue was one the Republican Governor Kristi Noem, the state’s first female governor, has promised to focus on. In the past, groups like the American Civil Liberties Union have criticized the state for relying heaving on the incarceration of drug users instead of investing in treatment.
Last summer, the state asked companies to pitch them ideas for an aggressive marketing campaign to bring awareness to the meth epidemic, with the Minneapolis firm Broadhead winning the project and grabbing Noem’s attention.
According to a news release for the initiative, officials plan to combat the issue from a law enforcement standpoint by implementing meth task forces in areas known for the majority of the state’s arrests.
Additionally, Gov. Noem requested more than $1 million in funding to support meth treatment services. The campaign’s website, onmeth.com, also promises to connect residents to preventative and treatment resources.
Still, some people couldn’t get past the slogan. Though it was met with a slew of jokes, some also called the ad tone-deaf to the pain and devastation the epidemic has caused. Others fear that laughing at the issue could bring shame to those struggling with addiction. Meanwhile, many criticized the state for spending so much on the ads.
3/3 Ultimately, we want for our addicted relatives to have health, healing and wellness, not to feel belittled. Let’s not forget that part. —So really, this is not just shitty, lazy marketing on SD’s part, but incredibly irresponsible communications. #MethWeAreOnIt— Sarah Sunshine Manning (@SarahSunshineM) November 19, 2019
Bill Pearce, assistant dean at the University of California at Berkeley’s Haas School of Business, told The Washington Post that any sincere messaging by the governor was lost by an ad campaign that embodies “poor strategy and poor execution.”
“I can’t imagine this is what they intended to do; any good marketer would look at this and say: ‘Yeah, let’s not do that,’ ” Pearce told the paper. “I’m sure South Dakota residents don’t like being laughed at. That’s what’s happening right now.”
State Officials Double Down
However, it appears that officials are happy with the reactions they are getting online. In fact, state officials are suggesting that the motto was intentionally designed to be provocative.
In a statement to The New York Times Monday night, Laurie Gill, the state’s secretary for the Department of Social Services said Governor Noem “wanted to do it in a way that got the attention of citizens.”
“We are looking for a way that would cause the citizens to stop, pay attention and understand that we do have a meth issue and that there are resources available.”
She added, “That was the tone going into it, looking for something that would be edgy and that would be able to cut through clutter in advertising and social media.”
“It’s sort of an irony between healthy South Dakotans, that probably very much aren’t meth users, saying ‘Meth. We’re on it.’ The point is everybody is affected by meth. You don’t have to be a user to be affected by meth. Everybody is.”
According to state records, the contract with the ad agency, signed in September, called for approximately $1.4 million to be spent on the campaign. According to Gill, the campaign was slated to run through May and the state could spend less than the total $1.4 million if it wanted to cut back on the campaign. But so far, officials are pleased with the response.
Governor Noem tweeted Monday, “the whole point of the campaign is to raise awareness. So I think that’s working.”
In a separate statement sent to media outlets, she called the initiative “a bold, innovative effort like the nation has never before seen.”
She then went on to make comments similar to her initial tweet saying, “South Dakota’s anti-meth campaign launch is sparking conversations around the state and the country. The mission of the campaign is to raise awareness — to get people talking about how they can be part of the solution and not just the problem. It is working.”
Some aren’t buying it. Professor Pearce told The Washington Post, “There’s another trope that goes, ‘When they’re running you out of town, pick up a baton and pretend you’re leading the parade,’ ” he said. “That’s what this feels like.”
But others think the campaign is doing its job.
Trump Slams Oscars for Awarding South Korean Film Best Picture
- At a Colorado rally on Feb. 20, President Donald Trump bashed the Oscars for giving this year’s Best Picture award to “Parasite,” a South Korean film.
- He instead called for movies like “Gone With the Wind” to return, a production that has been criticized for romanticizing slavery.
- Additionally, Trump called Brad Pitt a “little wise guy” for making a joke about the president’s impeachment trial during his Oscars acceptance speech.
- In response to his remarks, the U.S. distributor of “Parasite,” dissed the president for not being able to read the film’s subtitles.
- Others also gave Trump backlash for not liking the film because it revolves around a struggling Asian working-class family.
At a rally in Colorado on Thursday, President Donald Trump took a dig at the 2020 Oscars for awarding Best Picture to the South Korean film “Parasite.”
“By the way, how bad were the Academy Awards this year?” Trump asked the crowd in Colorado Springs, who responded with boos.
“And the winner is a movie from South Korea, what the hell was that all about?” Trump asked. “We got enough problems with South Korea with trade. On top of it, they give them the best movie of the year.”
Despite his criticisms, Trump went on to imply that he didn’t even watch the film.
“Was it good? I don’t know,” he said.
“Parasite” made history earlier this month when it became the first film in a non-English language to win the Academy Award for Best Picture. On top of that, the movie took home awards for Best Original Screenplay, Best International Language Film, and Best Director—Bong Joon Ho.
These accomplishments didn’t seem to impress the president. Instead, he called for movies like “Gone With the Wind” and “Sunset Boulevard” to return. Both films feature white stars and were directed by white men.
Released in 1939, “Gone With the Wind” centers around a plantation-owning family in 1861. Accounting for inflation, it still holds the record for the highest-grossing film in U.S. history. But in recent years, the film has largely gone from a revered American classic to a piece of work examined and criticized for its romanticism of slavery.
Also at Thursday’s rally, Trump slammed Brad Pitt, who made a joke about the president’s impeachment trial during his Oscars acceptance speech for Best Supporting Actor.
“They told me I only have 45 seconds up here, which is 45 seconds more than the Senate gave John Bolton this week,” Pitt said at the awards show on Feb. 9.
The “Once Upon A Time in…Hollywood” star was referring to the former national security advisor who had not been allowed to testify in the impeachment trial.
“And then you have Brad Pitt. I was never a big fan of his. He got up, said a little wise guy statement. Little wise guy. He’s a little wise guy,” Trump said on Thursday.
Clap Backs Against POTUS
The president’s critiques of the Academy Awards did not go unnoticed. Though “Parasite” is in Korean, it’s accompanied by English subtitles. Neon, the film’s U.S. distributor, responded to Trump’s remarks in a biting tweet.
“Understandable, he can’t read,” the company said in their reactions to Trump’s dislike of the movie.
Neon added the hashtag #Bong2020 in reference to the film’s director.
The Democratic National Committee also weighed in, adding their own diss to the president.
“Parasite is a foreign movie about how oblivious the ultra-rich are about the struggles of the working class, and it requires two hours of reading subtitles. Of course Trump hates it.”
Other Twitter users chimed in with similar messages condemning the president.
“Anyway parasite is still the best movie of the year Trump’s racist ass can cry about it,” one person said.
See what others are saying: (NBC) (Washington Post) (The Hill)
UCLA Drops Controversial Facial Recognition Plan
- After backlash from students and activist groups, UCLA is dropping its plans to use facial recognition on campus.
- Critics said the software often fails when recognizing women and people of color, and could lead to racial profiling.
- UCLA released a statement, just over a week before a National Day of Action to Ban Facial Recognition from College Campuses is set to be held, saying that the school longer thinks the technology would be effective at the school.
- The use of facial recognition software on college campuses and on a national level has long been a subject of debate. Several cities have already banned it, and last week, two Senators proposed legislation banning it on a federal level unless Congressional guidelines are enacted.
UCLA Stops Plans to Use Facial Recognition
After backlash from students and activists, the University of California, Los Angeles has dropped its plans to use facial recognition technology on its campus.
UCLA announced plans to potentially use it in its security systems. Students were concerned that this technology could interfere with students’ privacy and lead to racial profiling on campus.
“We have determined that the potential benefits are limited and are vastly outweighed by the concerns of the campus community,” Michael Beck, the Administrative Vice-Chancellor of the school said in a statement to Fight for the Future, a group advocating for freedom in the digital age.
Fight for the Future is holding a National Day of Action to Ban Facial Recognition from College Campuses on March 2. The group had been very vocal when encouraging UCLA not to adopt facial recognition. They did a test on how effective it would be at the school and found racial biases in its algorithm.
Inaccuracies in Facial Recognition
Fight for the Future used Rekognition, a software made available by Amazon, and scanned publicly available photos of UCLA athletes and faculty and compared them to a mugshot database. They scanned 400 faces in total and said that 58 were falsely matched.
“The vast majority of incorrect matches were of people of color,” Fight for the Future said of their findings. “In many cases, the software matched two individuals who had almost nothing in common beyond their race, and claimed they were the same person with ‘100% confidence.’”
They are not the only group to find this. According to a study from the National Institute of Standards and Technology, in terms of one-to-one matching, there are higher rates of false positives for Asian and African American faces in comparison to white faces. They specifically noticed increased false positives when it came to African American females.
Students at UCLA expressed their concerns about this. An editorial in the school’s paper, the Daily Bruin, warned against using facial recognition because of the potential inaccuracies and profiling of people of color.
“For students belonging to these groups, facial recognition technology would simply reinforce the biases that are already stacked against them,” the piece said. The editorial listed privacy as a concern as well.
“Facial recognition technology would present a major breach of students’ privacy and make students feel unsafe on a campus they are supposed to call home,” the Daily Bruin editorial staff wrote. “It is one thing to monitor campus activity with security cameras, but it’s another entirely to automatically identify individuals and track their every move on campus.”
Students and advocacy groups like Fight for the Future were pleased with UCLA’s ultimate decision to not use facial recognition.
“Let this be a lesson to other school administrators: if you try to experiment on your campus with racist, invasive surveillance technology, we will come for you. And we don’t lose,” Deputy Director of Fight for the Future, Evan Greer, said in a statement.
Facial Recognition on a National Scale
UCLA is not the only college in the United States having a conversation about facial recognition. Fight for the Future has been keeping a scorecard of schools that have stated their intentions on using facial recognition. While big schools like Harvard, MIT, Michigan State, and NYU have said they do not intend on using it, other major colleges like Ohio State, Princeton, and the University of Georgia have stated that they might.
Outside of colleges, other localities have already been working on fighting against facial recognition technology. In 2019, San Francisco became the first U.S. city to ban facial recognition technology. Somerville, MA, Oakland, CA and Berkeley, CA did the same months later.
Still, this kind of technology is still used on a wide scale. According to Vox, in states like Texas, Florida, and Illinois, the FBI uses it to scan through DMV databases. In many U.S. airports, Customs and Border Protection uses it for screening passengers on international flights.
Recently Proposed Legislation
The national use of this could be subject to change, though. In February, Senators Jeff Merkley (D-)R) and Cory Booker (D-NJ) proposed legislation that would ban federal use of facial recognition until proper regulations and rules had been established by Congress for it.
“Facial recognition is a technology that is increasingly being used and marketed to law enforcement agencies across the United States without appropriate debate or consideration of its impacts,” the bill said before describing that this technology has been used at protests, rallies, and other events where one’s’ freedom of speech is on display.
“It is critical that facial recognition not be used to suppress First Amendment related activities, violate privacy, or otherwise adversely impact individuals’ civil rights and civil liberties,” the legislation continued.
This legislation would still allow law enforcement to use it if given a court order.
See what others are saying: (Vice) (USA Today) (TechCrunch)
Fashion Institute Apologizes for ‘Racist’ Runway Look
- In a Feb. 7 Fashion Institute of Technology runway show, models were asked to wear oversized prosthetic lips and ears, along with bushy eyebrows.
- Amy Lefévre, a black model, refused to wear the accessories and called them racist for recalling offensive caricatures of black people.
- Many agreed with Lefévre and criticized the designer and the showrunners for the display.
- Multiple leaders at FIT have issued apologies in the wake of the backlash.
Several head figures at New York’s Fashion Institute of Technology have issued apologies after a runway show featured designs that many have labeled “racist.”
The show was held on Feb. 7 to debut designs of graduating students. For one look, designed by Junkai Huang, models were asked to wear oversized prosthetic lips and ears, as well as bushy, large eyebrows. Amy Lefévre, a black model, was horrified at the request.
“As soon as I saw the pieces, I started shaking. I felt it was very racist,” Lefévre told TODAY.
Lefévre said she verbally expressed her discomfort with the accessories, which to her were reminiscent of offensive caricatures of black people that emphasize those features. But Richard Thornn, the producer of the show, allegedly brushed off her resistance.
According to TODAY, Lefévre claims that he told her, “it’s only 45 seconds. It’s fine to feel uncomfortable for 45 seconds.”
The 25-year-old refused to don the accessories and walked in the show without them. However, other models in the show wore the additions, and these looks were seen by an audience of about 100 people as well as captured by photographers.
Reactions and Responses
Upon seeing the pictures from the show and catching wind of Lefévre‘s protest, many Internet users supported the model and condemned both the designer and the institution for allowing it.
“Junkai Huang should go back to school for something other than fashion because his designs are racist and this is unacceptable,” one person tweeted. “FIT how could you allow this?”
shout out to Amy Lefevre for refusing to model this racist shit for “fashion” and “art” — sadly this has become routine in the fashion industry… but from a learning institute?!?— ᴛ ᴀ ʏ ʟ ᴏ ʀ (@tayloragreen) February 17, 2020
please, @FIT, enlighten us…
In the wake of the backlash, FIT President Joyce Brown issued a public letter on Tuesday.
“As many of you now know, there was an unfortunate and disturbing reaction to the show that I want to address,” Joyce wrote.
She claimed that no offense was meant.
“Currently, it does not appear that the original intent of the design, the use of accessories or the creative direction of the show was to make a statement about race; however, it is now glaringly obvious that has been the outcome,” Brown added. “For that, we apologize—to those who participated in the show, to students, and to anybody who has been offended by what they saw.”
Brown said the school is taking steps to “ensure that a situation like this will not happen again” by working with groups including their Diversity Council and Student Government.
Jonathan Kyle Farmer, the chair of the MFA program at FIT who ran the show, posted an apology on Wednesday acknowledging Lefévre directly.
“It was never our intent for the show’s styling to be interpreted as racist or to make people feel uncomfortable but I now fully understand why this has happened,” Farmer said. “I take full responsibility and am committed to learning from this situation and taking steps to do better.”
This is by no means the first racially-insensitive blunder that the fashion industry has made. Last year, Gucci came under fire for releasing a black turtleneck with lips that could be pulled around the face, resembling blackface. Burberry faced backlash for a sweatshirt featuring a noose-like drawstring around the neck. In 2018, H&M was slammed for an ad featuring a black boy wearing a pullover that read “coolest monkey in the jungle.”
Many seem to be fed up with these errors.
“How do people not understand that this isn’t ok and keep doing it again and again and again?” one Instagram user commented on a picture of the show posted by a fashion industry watchdog account.