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South Dakota Department of Health

Honor Every Breath

The Story

When gearing messaging toward an often underserved audience, it takes a carefully crafted narrative that gets to the heart of the “why” of smoking. Our development of Honor Every Breath is a direct response to that very concern of tobacco use in the Native populations of South Dakota.

HubSpot Video


  • Plain-speaking narratives that get to the heart of what makes tribal communities special and emphasizing the toll that tobacco use takes on oral traditions
  • Ample educational content to continue the conversation around the differences between sacred tobacco and commercial tobacco, in order to ensure traditions don’t become addictions
  • Imagery that depicts the broad range of lifestyles within South Dakota’s Native populations, in a state where rural and urban intersect
The Results

Supported by a completely new brand voice and tone for MSUM, along with a targeted, multichannel digital media plan, this bold campaign produced:

  • More than 4,700 application views in 2022.
  • A 12.81 percent year-over-year increase in application views.
  • A 134 percent increase in total traffic to the MSUM admissions page.

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