Minnesota Department of Health — Room to Breathe

Creating an empathetic brand
to educate MN Youth on the harms of vaping

Naming | Branding | Campaign Creative + Media Planning

Room to Breathe, a supportive, judgment-free brand, needed to feel relatable to serve as an endorser for all youth-directed nicotine and e-cigarette prevention campaigns and resource hub for teens.

Haberman created a fresh brand identity, website and integrated platform that are playful, fun and engaging, giving teens a space that feels safe, ownable and informative.

Branding Graphics

Campaign Website

After we established Room to Breathe as a brand, the Minnesota Health Department needed an evergreen prevention and awareness campaign.

Haberman’s solution was to create bite-sized animations that combined engaging visual metaphors with authentic stories, using teen voiceovers, highlighting the impact of e-cigarettes on issues youth really care about — like mental health, substance dependence and relationships.

We know teens are tired of scare tactics, so we worked to co-create stories and identify topics of key concern through focus groups and direct conversations with local teens. The end result is a series of short vignettes steeped in real talk and relatability.

Campaign Creative

We partnered with Minnesota youth on the creation of this campaign; the input from two focus group sessions (20+ youth volunteers) helped determine campaign direction and guide script themes, and the two voice actors featured in the video spots were sourced from local youth organizations.

Our Results

In just 2 months, the video campaign garnered:

  • 71,000+ clicks to the website, with site traffic increasing over 204% since the launch and paid promotion of the videos
  • Average time that viewers spent on website exceeded industry averages from 15% to 130%.


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