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Thursday
Jul272017

This Is Your Ad Campaign on Drugs

If you live in the fine state of Washington, you might have been driving along recently, minding your own business, when you were suddenly and rudely accosted by a billboard.

Yes, Washington state’s Department of Health thought it was a good idea to spend $100,000 on the billboards, which aim to dissuade marijuana use among Latino teens by… well, I’m not sure what mechanism they’re going for here. Apparently, Hispanic kids won’t try the evil weed because they’re so very inherently cool (by default, no less).

Now, I suppose I should be offended at this.

But to be honest, I find the ad so bizarre, so baffling, so hilariously misguided that all I can do is laugh.

It reminds me of the infamous “Users Are Losers” campaign back when I was a kid. That simplistic jingle — a pathetic attempt at telling teens to stay off drugs — did indeed provoke a powerful reaction in its viewers: Fits of giggles, especially if you had just taken a massive hit from the bong.

In any case, the Washington state campaign aims for the same kind of hip-adults-talking-the-hip-lingo approach as those misbegotten ads of the past. But this time with a racial element thrown in.

As you can imagine, the billboard is not a hit.

Many people complained that the billboard implied Latinos are more likely to abuse drug, or conversely, that non-Latinos are more likely to abuse drugs (I told you the campaign was baffling). Others said the ad implied that people who take drugs are cool, which is exactly the opposite of the intended message. And of course, many people just thought the ad was some combination of tasteless, inflammatory, and lame.

To be honest, we haven’t seen such an immediate, overwhelmingly negative reaction since… well, whatever the last thing it was that Trump did.

With no small degree of embarrassment, Washington state has apologized for the fiasco and removed the billboards.

However, this botched campaign could serve as a ham-fisted metaphor for the whole War on Drugs. As we know, that cataclysmic attempt to end drug use in America only served to destroy countless lives — mostly those of ethnic minorities — and didn’t keep one person from getting high for a single day.

Then as now, we have government officials who are too busy demonizing pot to address the root causes of drug abuse, and we have a phalanx of government resources aimed directly at ethnic minority communities that, we are told, are cesspools of moral degeneracy and helpless pathology.

By the way, that’s not how those same governmental officials view, say, the opioid crisis that afflicts white working class communities. Locking up meth-addicted white people and throwing away the key isn’t a popular option, even though it remains the go-to tactic when it comes to blacks and Latinos smoking reefer.

Yes, it all makes me glad that I don’t smoke pot.

But of course, I don’t have to take drugs. I’m Hispanic, so I’m cool by default.

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