e-Cigarettes usage among youth remains a major public health issue. Given the significant role of peer influence, Haberman collaborated with the Minnesota Department of Health and real teens to create “Room to Breathe,” an authentic, empathetic, and peer-owned brand. Inspired and voiced by teen volunteers, the campaign extension provides facts on mental health, well-being, and the harms of vaping, using metaphors for nicotine dependence struggles.

Additional research revealed Gen-Z’s protective nature toward friends. Leveraging this peer network power, Haberman created a sub-campaign, “Hey Norm,” which targets friends of vape users. Instead of direct confrontation, youth can direct their friends to “Norm,” a fictitious character with a real hotline. “Hey Norm” uses “info-tainment”—blending humor and facts—to create buzz and awareness among the target audience.