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.
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