State of Montana
Rooted in Culture and Connection
Parents First
Teen vaping remains a growing concern across the country, but among Montana’s American Indian youth, the statistics are even more alarming. The Montana Tobacco Use Prevention Program (MTUPP) set out to change that by first reaching the most influential people in a teen’s life, their parents, to step in and start the conversation.
To make the message hit home, they partnered with Asher to launch a culturally resonant, emotionally charged video campaign rooted in community, authenticity and real stories.
A RESPECTED VOICE LENDS CREDIBILITY
To reach American Indian parents in a meaningful way, we turned to someone who’s already earned their respect: Supaman—an award-winning, fancy dancer, rapper and motivational performer known for blending Native traditions with powerful, modern-day messages. Supaman’s voice reaches across generations, making him the perfect partner for a campaign built on awareness, trust and action.
We also invited American Indian high school students who had successfully quit vaping to share their personal stories on camera. What we captured was honest, heartfelt and incredibly powerful.
IT MATTERS
The campaign’s core message was simple: “Talk to your kids about vaping. It matters.”
Through a series of short (:30 and :15) and long-form videos, we spotlighted the emotional connection between parents and their children, bringing the issue home in a way that felt both urgent and deeply personal.
FROM AWARENESS TO ACTION
The campaign launched across all of Montana with a mix of traditional media, statewide digital and social placements, both organic and paid, specifically targeting American Indian families.
All elements of the campaign directed viewers to KnowTheFactsMT.com, a resource hub designed to equip parents with the information and confidence necessary to start meaningful conversations about vaping.
And the work didn’t stop there. Fueled by positive feedback, we reimagined the content to speak directly to teens—adapting it with a bold new “My Life My Quit” message promoting Montana’s free, confidential quit line for youth under 18. The campaign now hits home for both parents and teens.
A Campaign Built to Connect
- When it comes to saving lives and protecting future generations, the message matters. And when it comes from the right voices, it sticks.
- Culturally connected campaign that speaks authentically to American Indian families.
- Multi-format video series starring Supaman and real Montana teens
- Flexible creative reused across two statewide calls-to-action: KnowTheFactsMT.com and My Life My Quit Campaign currently running, with performance tracking and repurposing already planned for next fiscal year
