Haberman Wins AOR Duties for ClearWay Minnesota, Launches ‘Big Tobacco Lied’ Campaign

By Erik Oster Comment

ClearWay Minnesota, “an independent nonprofit organization that improves the health of all Minnesotans by reducing tobacco use and exposure to secondhand smoke,” has named Haberman as its agency of record.

Haberman will be tasked with overseeing marketing strategy and advertising duties for the organization across all ClearWay Minnesota initiatives, including creative, media buying and planning, PR, digital, social and content marketing. One of the agency’s first assignments will involve promoting ClearWay’s QuitPlan services and continuing its “Stop the Start” campaign.

“Haberman brought forward new strategies to amplify our impact in the community and to create an even greater and lasting legacy for the people of Minnesota,” ClearWay Minnesota vice president Andrea Mowery said in a statement. “Haberman knows how to integrate and execute in today’s ever-changing marketing landscape, and to top things off, there was an immediate and genuine connection to the Haberman team in terms of mission and authenticity. We look forward to doing more good together in the coming years.”

“As an agency with a mission and passion for serving health and wellness clients, we’ve admired for years the work ClearWay Minnesota has done to drive down smoking rates in Minnesota,” added Haberman co-founder and CEO Fred Haberman. “The cause—working toward a smoke-free world—is about as worthy as it gets, and the opportunity to solve social problems and change behavior energizes our agency. We are honored ClearWay Minnesota selected us as their marketing partner, and we look forward to helping them make a continued difference in the world.”

ClearWay Minnesota launched a “Big Tobacco Lied” campaign building off big tobacco companies’ recent court-mandated ads for the Minnesotans for a Smoke-Free Generation coalition, for which ClearWay Minnesota serves as a co-chair. The campaign, centered around BigTobaccoLied.com, features the court-ordered corrective statements, with some additional edits expanding on the companies’ deceptive actions in red.

“While Big Tobacco was court-ordered to tell the truth, they fought for years to get out of having to use certain phrases that would’ve made clear the depth of their deception,” Haberman creative director Emalie Wichmann said in a statement. “So we further corrected Big Tobacco’s corrective statements. We used proofreader’s marks—a human touch to contrast the callous black-and-white copy—to edit in details they fought to keep out of their ads. These details are critical because they not only underscore the depth of Big Tobacco’s deception, they also shine a light on what we’re still fighting against.”

The campaign will run through the spring, with an emphasis on social media, a platform noticeably absent from the court-mandated campaign from big tobacco companies. That effort will run for a year on broadcast and print outlets.