Minnesota Dept.Of Health Taps Haberman As AOR For E-Cigarette Campaign

Haberman has been selected as the agency of record for a new campaign for the Minnesota Department of Health after a competitive review.

The aim is to raise youth awareness about the risks of e-cigarettes. This is the third major campaign Haberman has led on behalf of MDH to support commercial tobacco prevention and cessation efforts.

The new campaign is set to launch in early 2023.

Haberman's work includes research, strategy development, media buying and planning, branding and visual identity and campaign development: OOH, digital, social and community activations.

Brian Wachtler, president + partner, Haberman, said: “Given the public health risks of e-cigarette use among young people, it is critically important to empower youth to become leaders and advocates in their communities. This campaign is an authentic, grassroots way to do just that.”

Recently, Haberman collaborated with Quit Partner on Keep Quitting,” a smoking cessation initiative focused on adults that launched this summr.



“E-cigarettes are the most commonly used form of commercial tobacco among youth in Minnesota, a public health challenge,” said Jen Cash, acting manager for the Minnesota Department of Health’s Commercial Tobacco Prevention and Control Program. “By raising awareness, we hope to keep our youth from starting and also offer services to those who have already begun using nicotine.”

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