Haberman Named Agency of Record for MN Dept of Health Initiative

Haberman Named Agency of Record for MN Dept of Health Initiative

Sep. 21, 2022

Haberman, a full-service marketing communications agency with a 25-plus-year history of modern storytelling for media and marketing, has been selected as the agency of record for a new campaign for the Minnesota Department of Health (MDH) designed to engage youth and raise awareness about the risks of e-cigarette use. This is the third major campaign Haberman has led on behalf of MDH to support commercial tobacco prevention and cessation efforts.

The goal of the campaign is to create a youth-led engagement and leadership effort that is part of the state’s larger youth e-cigarette and commercial tobacco prevention and cessation initiative. The agency’s scope of work includes research, strategy development, stakeholder engagement, branding and visual identity, campaign development, among other activities.

Brian Wachtler, president + partner, Haberman said:

"We are proud of our long history advocating for public health causes, including commercial tobacco prevention and cessation. 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. We are thrilled to be a part of a campaign that will have a tremendous impact."


The State of Minnesota issued an RFP in early 2022 for agencies capable of creating and implementing this public health initiative. With its lengthy experience in cause marketing, public health, and wellness, Haberman sees youth as an essential partner for raising awareness and changing social norms around e-cigarette and commercial tobacco use. 

Most recently, Haberman collaborated with Quit Partner on another smoking cessation initiative focused on adults, "Keep Quitting," which debuted in Summer 2022. 

Jen Cash, acting manager for the Minnesota Department of Health’s Commercial Tobacco Prevention and Control Program said:

"E-cigarettes are the most commonly used form of commercial tobacco among youth in Minnesota, a public health challenge. We are so excited to be working on a comprehensive public campaign to engage young people as ambassadors for this prevention initiative. By raising awareness, we hope to keep our youth from starting and also offer services to those who have already begun using nicotine."


The agency’s work on the new youth-focused initiative will include:

  • Brand and identity creation
  • Campaign development and implementation
  • Paid media planning and buying for out-of-home, digital and social
  • Experiential and event planning 
  • Social and community activations
  • Public relations

The new campaign is set to launch in early 2023.

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