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
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.
