Minnesota Department of Health — “Hey Norm!”

A humorous, youth-driven vaping prevention and cessation campaign

Strategy | Creative | Paid Media Planning + Buying | Social

1-833-HEY-NORM hotline – and its social, print, and out-of-home ads from the Minnesota Department of Health – are awkward, and that’s the point.

Haberman and the Minnesota Department of Health (MDH) have created a new campaign with an arresting, entertaining approach to helping youth have tough conversations with their peers about vaping.

Utilizing the look and feel of infomercials and low-budget lawyer graphics, the “1-833-HEY-NORM” campaign features a fully functioning telephone and text hotline, hosted by an energetic, dorky, but well-meaning adult who uses corny puns and jokes to share the risks of vaping.

Digital Video — Long Form

Digital Shorts

Digital Video — 0:30

Out of Home Teaser

Out of Home Campaign