meth, i m guessing. reporter: but if you look a little closer at the kind of awareness the meth, i m on it campaign is generating, maybe they want to redefine success, because a lot of people don t hear this: i m on it. i m on it. i m on it, too. reporter: .as a call to arms, but rather as a sad confession. i m on meth. reporter: which has led to trending twittersphere ridicule like, just imagine the lines that were rejected. the arrow didn t hit the bull s eye. the arrow went flying over the top. reporter: mike paul runs reputation doctor a crisis p.r. firm in new york. he disputes the old adage that all publicity is good publicity. if you re trending on twitter not with excellence of awareness of educating those who are in crisis, you re trending on twitter because you missed the mark and you re a laughing stock? time to eat some humble pie. it s time to change it. reporter: that s not the