ClearWay Minnesota QUITPLAN

Promoting tobacco cessation resources for a healthier Minnesota

For nearly two decades, QUITPLAN Services from ClearWay Minnesota has provided Minnesotans with free help to quit commercial tobacco use. However, with decreasing annual budgets as part of a planned sunsetting process, QUITPLAN Services needed a new agency partner that could be more efficient while still reaching Minnesotans in new and compelling ways. Haberman built on existing brand equity and maximized working dollars by implementing a blended, strategic approach that combined traditional broadcast buys with targeted digital and social media, often at community levels, while creative was tailored to reflect the different communities most disparately impacted by tobacco.

The Work



Exceeded FY19 web sessions goals by 72%


50,000 average webpage views, surpassing the goal of 6,000