ALBUQUERQUE (KRQE) – On Thursday, an Albuquerque non-profit officially launched their parody ad campaign called “New Mexico Truth.”

Allen Sanchez is president and CEO of Catholic Health Initiatives St. Joseph’s Children. It’s the non-profit organization that created the campaign and says it’s the year of El Nino, saying the state is pouring with problems for children.

He says the ads shed light on New Mexico’s social problems.

The state has taken notice and the tourism department calls the copycat campaign a “smear.”