The tobacco industry is running court-ordered ads about the dangers of smoking, and to make sure Minnesotans know the true story, Haberman is helping its new client ClearWay Minnesota set the straight in conjunction with Smoke-Free Generation, a coalition of state health organizations.
The paid media campaign is anchored by the website BigTobaccoLied.com and spans print, digital and social media. Social media is an especially important medium for young people and one not required by the tobacco industry ads.
As MediaPost reports, campaigns for ClearWay Minnesota initially run in Minnesota. However, other states and countries ask the organization to share its work, and to date, campaigns for Clearway have run in more than 30 states and five countries.