The rising epidemic of youth vaping has become a serious health issue, not just across the nation, but especially within Native communities. With the increasing prevalence of commercial tobacco use and e-cigarettes among young people, the Nottawaseppi Huron Band of the Potawatomi (NHBP) Health & Human Services Department has dedicated over a year to create a powerful billboard campaign aimed at tackling this issue head-on. The initiative, called Sacred Breath, represents more than just an anti-smoking message – it’s a call to reclaim one of the most precious gifts we have: our breath.

A Unified Effort for a Powerful Message

Developed through the coordinated efforts of the NHBP Health & Human Services Department, the Culture Department, Membership Services, and Communications, this campaign focuses on raising awareness about the dangers of vaping, particularly for Native youth. The project also emphasizes the importance of health and wellbeing, inviting community involvement in the form of two NHBP youth who became the faces of the campaign.

The campaign’s visual centerpiece, a series of billboards, was created in partnership with Jordan Gunn of JCG Creative. These billboards feature striking images of NHBP Tribal members, Jake Ferwerda and Anna-Marie Vorce, who were selected through an open call for Tribal Youth aged 12-24. The call asked youth to take a pledge to abstain from commercial tobacco use in exchange for the opportunity to be featured on the billboard. The response was inspiring, and the selected youth became role models in the effort to protect their health and the health of their peers.

Bringing the Vision to Life

The journey to create these billboards was truly a community-driven effort. NHBP Health Educators Brianne VanderHelm and Katie Henley worked closely with Community Health Outreach Manager Shelby Brueck to craft a vision for the project. This vision was brought to life through the lens of NHBP Tribal Member and photographer Johnathon Moulds, who captured powerful images of Jake and Anna-Marie smudging in their regalia. These images symbolized the strength of Native culture and the commitment to a healthier future.

Once the photos were taken, they were sent to the designer, Jordan Gunn, who collaborated with the NHBP Health Department to finalize the design of the billboards. The final product is a stunning tribute to the health of NHBP youth and a visual representation of their pledge to live tobacco-free.

Billboards to Inspire Change

In April 2025, the campaign launched with billboards strategically placed for maximum impact. One billboard stands proudly along I-94, between Battle Creek and Kalamazoo, visible to eastbound drivers near Renton Road. The other is located along I-131 in Wyoming, between 50th and 54th streets, seen by southbound travelers. Both billboards display powerful messages about the dangers of vaping and the importance of reclaiming health through abstaining from commercial tobacco products.

In addition to the billboards, a website, sacredlungs.com, was created to provide more information and resources for those looking to quit vaping. The campaign’s message is clear: “Our breath is sacred – it connects us to life, to our ancestors, and to our future.” The Sacred Breath campaign is more than just a health initiative; it’s a reminder of the spiritual and cultural importance of traditional tobacco in Native communities.

The Health Risks of Vaping

Vaping is often misunderstood. Many young people believe it’s a safer alternative to smoking cigarettes, but the truth is that vaping exposes users to harmful chemicals, nicotine, and metals that can cause addiction, lung damage, and other long-term health problems. This is especially concerning for young people whose brains and bodies are still developing. While vaping may have fewer toxins than traditional cigarettes, it is by no means safe. Furthermore, studies have shown that e-cigarettes are not an effective tool for quitting smoking.

In fact, American Indian and Alaska Native (AIAN) high school youth are twice as likely to use e-cigarettes as their peers in the general population. They also have the highest cigarette smoking rate of any racial or ethnic group in this age range. This alarming statistic is why the Sacred Breath campaign is so important. By raising awareness and providing resources for quitting, NHBP is working to protect the health of Native youth and help break the cycle of addiction.

Support for Quitting

Quitting vaping isn’t easy, but it is possible. With the right tools, resources, and support, many people have successfully quit vaping, and you can too. The NHBP Health Department is committed to helping those who want to quit. Whether you’re doing it for your health, your family, your community, or for yourself, the first step is making a plan.

There are many resources available to help you on your journey to quitting. For NHBP Tribal members, the Health Department provides support and guidance to help you stay on track. You can text “sacredbreath” to 88709 for resources and support or call the NHBP Health Department at 269.729.4422 for assistance.

A Call to Action

The Sacred Breath campaign is about more than just quitting smoking or vaping – it’s about taking back control of your future and protecting the health of our youth. By choosing to stop vaping, you’re not just making a decision for yourself; you’re helping to protect your community and culture. NHBP is here to support you every step of the way.

Our breath is a gift. It connects us to the past, the present, and the future. Let’s protect it. Let’s reclaim our health, honor our ancestors, and build a brighter future for our youth. Together, we can make a difference.

For more information on quitting vaping and the Sacred Breath campaign, visit sacredlungs.com or reach out to the NHBP Health Department today at 269-729-4422.