Empowering Teens to Live Vape-Free

Shame isn’t a great way to get someone to stop doing something. Especially when it comes to teens, who famously love being told what to do.

That’s why the Minnesota Department of Health created Room to Breathe, a judgement-free space for teens to explore facts and resources for a vape-free life. Our mission: connect our audience to the facts and support to quit in a way that doesn’t come off as, as the teens say, cringe.

Room to Breathe

We collaborated with real Minnesota teens to create an authentic, empathetic animated campaign that delivered the facts and peer-to-peer feels.

Organic Social, Print & Swag

We created a social feed, print materials, and free merch that delivered the facts in an accessible voice. We intentionally balanced humor and slang with a distinctly cool and ownable Gen Z aesthetic.