MDH Launches New Marketing Campaign Aimed at Teens and Vaping

April 6, 2023

To combat the tobacco industry’s use of marketing tactics like celebrity endorsements and the use of flavors that appeal to youth, the Minnesota Department of Health (MDH) has launched “Hey Norm,” a marketing campaign intended to engage teens about the issue of vaping.   

According to the 2022 Minnesota Student Survey, about 14% of Minnesota’s 11th grade students and more than 2% of middle school students use e-cigarettes. This use exposes students to the harmful effects of commercial tobacco and the potential for a life-long nicotine habit. 

The MMA has long advocated for measures to reduce and eliminate teen vaping. 

“Teens know some of the harmful side effects (of vaping), but they may not actively seek out information, and they may not feel comfortable talking about nicotine use with friends or trusted adults,” said Minnesota Commissioner of Health Brooke Cunningham, MD, PhD. “We hope this campaign prompts them to learn more and share that knowledge with their friends.” 

Picking up on the popular “low-budget infomercial” approach, the campaign encourages teens to call or text Norm at 1-833-HEY-NORM to get advice about how to start “the vape talk” with their peers. There’s also a website, Room to Breathe, with relevant data and resources about the harms of nicotine and vaping, ways to get involved and access to quit support tailored for teens. The anti-vaping campaign is featured in mobile billboards, bulletins, posters, transit system signage, online videos, social content and streaming audio. 

“Research shows us that today’s youth are all about acceptance and prefer not to judge or confront others, but they do feel very protective of their friends and want to be advocates for them, especially in dangerous situations,” said Madelyn Fisher, an Owatonna high school student and member of the Minnesota Youth Advisory Council. “Norm helps us have those awkward conversations around vaping and taps into teens’ protective nature, helping us become ambassadors on this issue for our friends.” 

For additional information about Room to Breathe, visit aroomtobreathe.org. For more information on the Hey Norm campaign, visit heynorm.org.