Commercial Tobacco Use
Youth Counter-Marketing Campaigns

Room to Breathe Creators Alliance

The Room to Breathe Creators Alliance, a program for young Minnesotans ages 14-18 to channel their voice through social media content creation. The program aims to raise awareness of the harms of commercial tobacco use like vaping, as well as industry targeting and manipulation, by uplifting peer-to-peer influencer style content that reaches young people across the state.

Program participation and content creation is compensated, and there will be multiple opportunities to participate between October 2026 and May 2027; youth can engage with the program as their schedule permits.

How youth can participate

Share information about the Creators Alliance with youth in your networks! If they’re interested, have them fill out the Room to Breathe Creators Alliance Interest Form. For questions about the Creators Alliance or the interest form, email rtbca@modernstorytellers.com.

We’ll monitor submissions and reach out to qualifying youth with more information. To see examples of creator content, check out @roomtobreathemn on Instagram for similar work by young Minnesotans on other key public health topics.

Campaign materials

Local public health agencies, schools, and other youth-serving community organizations are encouraged to share the Room to Breathe campaign with young people in their communities. Use the free tools below to promote the campaign.

Download and share

• Guide to Wellness Reflection Journal (PDF)
• Flyer – Room to Breathe (PDF)
• Poster – Support to Quit Vaping (PDF)
• Poster – Vibes vs. Vape (PDF)
• Rack card – Room to Breathe (PDF)
• Graphics for Social Media (ZIP)

Download and professionally print

Print your own supply of Room to Breathe materials. Use these files when working with your local professional printer – just have them trim to the crop lines.

• Flyer – Room to Breathe (PDF) Size: 8.5” x 11”
• Poster – Support to Quit Vaping (PDF) Size: 11” x 17”
• Poster – Vibes vs. Vape (PDF) Size: 11” x 17”
• Rack card – Room to Breathe (PDF)

Request pre-printed materials

A limited supply of pre-printed materials is available to distribute in your community. Materials are available while supplies last.

Order Print Materials

Awards

• Northern Lights Award – General Publication
  Northern Lights Awards 2026, Minnesota Association of Government Communicators
• Bronze Award – Video by Professional Vendor (PDF)
  Northern Lights Awards 2025, Minnesota Association of Government Communicators
• Gold ADDY – Integrated Media Public Service Campaign
  2025 American Advertising Awards, American Advertising Federation
• Gold ADDY – Integrated Media Public Service Campaign (PDF)
  2025 American Advertising Awards, American Advertising Federation District 8
• Gold – Integrated Media Public Services Campaign
  The Show 2025, Advertising Federation of Minnesota (AdFed)
• Northern Lights Award – Website Design or Redesign (Large Entity) (PDF)
  Northern Lights Awards 2024, Minnesota Association of Government Communicators

Promotional materials

School administrators, principals, teachers, as well as community leaders and parents can all help to spread the word about this contest to students and encourage their participation. Include information about the Escape the Vape Video Challenge in your communications to students and parents, such as:

• Daily announcements
• Newsletters and emails to parents, students and teachers
• Bulletin boards
• Social media channels
• School or organization websites

Download and share

• Logo – Escape the Vape Video Challenge (PNG)
• Poster – What is Escape the Vape? (PDF)
• Slide – For Announcements and Digital Displays (PDF)
• Social Media Graphics (ZIP)
• Video Making Tutorials on YouTube

In the classroom

The Escape the Vape Video Challenge provides students an opportunity to learn about the dangers of vaping as well as hone their video and media production skills. Schools are encouraged to include this project in their curriculum and to provide students with resources to complete their videos, such as props, space to plan and film, and access to their theater teacher or advisor.

• Contest Guide | Escape the Vape Video Challenge (PDF)
• Sample Lesson Plans | Escape the Vape Video Challenge (PDF)
• Teacher Spotlight: How Heather Maier Uses a PSA Video Contest in the Classroom (PDF)

Contest sponsorship

The Escape the Vape Video Challenge would not be possible without the partnership and generosity of its Sponsors. Sponsorships provide valuable resources for the contest, including the ability to offer motivating prizes and swag to participants. Most importantly, these contributions help support the crucial work of educating students on the dangers of vaping.

To become a sponsor, email mnescapethevape@gmail.com.

Awards

• Northern Lights Awards – Video Short/Social Media Campaign (PDF)
  Northern Lights Awards 2025, Minnesota Association of Government Communicators

My Life, My Quit^TM is also a productive alternative to in-school or out-of-school school suspensions. My Life, My Quit^TM coaches are specially trained to engage teens who have been referred for help by parents, educators, and the justice system and are required to complete a commercial tobacco treatment program as an alternative to punishment.

Learn more: Strengthen School Policy | Tools to Address Vaping in Schools

Download and order free My Life, My Quit^TM materials

Hey Norm

Hey Norm was a youth-focused campaign centered around Norm Davidson, a fictitious character offering to help teens confront their peers about the dangers of vaping by having the “vape talk.” The Hey Norm campaign was active from April 2023, through December 2025.

Learn more: heynorm.org

Awards

• Northern Lights Award – Video by Professional Vendors (PDF)
  Northern Lights Awards 2024, Minnesota Association of Government Communicators
• Bronze – Integrated Media Public Services Campaign
  The Show 2023, Advertising Federation of Minnesota (AdFed)
• Bronze - Public Service Online/Interactive
  The Show 2023, Advertising Federation of Minnesota (AdFed)

The Empower Vape-Free Youth^TM campaign from the Centers for Disease Control and Prevention encourages middle and high school educators to speak with students about the risks of e-cigarettes and nicotine addiction. The campaign includes resources for educators to help students avoid or quit vaping.

The Real Cost campaign from the U.S. Food and Drug Administration works to prevent youth from starting using commercial tobacco products. It focuses on educating youth about the negative health effects and risks of vaping and smoking.