• by Larissa Faw , November 12, 2018

ClearWay Minnesota and agency Haberman are out with a new anti-tobacco campaign that highlights the cost of tobacco-related healthcare expenses to state residents--over $7 billion. 

The "See What You've Been Missing" creative shows a checkout conveyer belt with typical groceries along with cigarette boxes adorned with words like heart disease and lung cancer while a voiceover points out that each Minnesotan (smokers and nonsmokers alike) spends $593 a year on these health-related costs. 

Another TV spot addresses the spike in Minnesota teen tobacco usage for the first time in 17 years largely due to e-cigarette use. Minnesota teen vaping rates are up nearly 50% since 2014. 

Each campaign element directs Minnesotans to MissingItMN.org. 

The data-driven campaign — launching November 12 and running into 2019 —includes TV, radio, digital, out-of-home, paid social, paid search and the campaign microsite. 

Last December, Haberman unseated incumbent Clarity Coverdale Fury to land this business.