The Challenge

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

That’s why MDH created Room to Breathe, a judgement-free space for teens to explore facts and resources for a vape-free life. Our mission: accessibly communicate that getting help can be worth it to our audience in a way doesn’t come off as, like the teens say, cringe.

Social Animations

We collaborated with real Minnesota teens to create authentic, empathetic animations that deliver the facts and the feels.

Owned Content, Print Materials & Swag

We created a social feed and materials that educate while empowering teens to engage with anti-vaping messages. To do this, we used casual and occasionally humorous and slangy language paired with a distinctly Gen Z aesthetic.