Minnesota Department of Health — Room to Breathe

Instead of leading with fear, what if we led with empathy?

It’s the question that inspired Room to Breathe, a platform educating teens about the harms of vaping. No judgment or shame, just facts and resources. When it came time to promote R2B, we knew we had to capture that same inviting tone—while delivering the facts. So, we invited real teens tell the story with the help of simple, nostalgic animation.

Just this year, our campaign took home a National ADDY.

Creative Lead: Zach Keenan

ACD: Dan Peters

Senior Designer: Aaron DeYoe

Animation: Foreign Fauna / Motion504