![](https://modernstorytellers.com/wp-content/uploads/2023/03/heynorm-hero-scaled.jpg)
Minnesota Department of Health — “Hey Norm!”
Taking a humorous approach to a youth-driven vaping prevention and cessation campaign
Strategy | Creative | Paid Media Planning + Buying | Social
![](https://modernstorytellers.com/wp-content/uploads/2023/03/hey-norm-logo.png)
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
![](https://modernstorytellers.com/wp-content/uploads/2023/03/norm-cutout.png)
![](https://modernstorytellers.com/wp-content/uploads/2023/03/HeyNorm_NOVape-spinning.gif)
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.
![](https://modernstorytellers.com/wp-content/uploads/2023/09/bug-phone.png)
Social Short & Out of Home Teaser
Campaign Website
![](https://modernstorytellers.com/wp-content/uploads/2023/09/bug-starburst.png)
Digital Shorts
Out of Home Banners
![](https://modernstorytellers.com/wp-content/uploads/2023/03/Norm_Bus.jpg)