Statewide campaign reaches groups most vulnerable to rising summer temperatures
Extreme heat is no joke. With summer temperatures reaching record highs in Minnesota in 2025, residents of the state must exercise extra vigilance to protect themselves, their loved ones, and even their employees from the dangers of unprotected exposure. To raise awareness of the risks associated with extreme heat and inform the public about tactics to stay safe, the Minnesota Department of Health hired Russell Herder to create a multi-channel, statewide campaign.
The focus on extreme heat is part of the One Minnesota Plan, a multi-year initiative launched in 2023 designed to improve the lives of all Minnesotans through government agency collaboration. One Minnesota’s priorities are: Children and Families; Safe and Thriving Communities; Housing; Workforce; Healthy Minnesotans; Equity and Inclusion; Minnesota’s Environment; and Fiscal Accountability, Customer Experience and Measurable Results.
Each year of the plan, the Governor’s office picks a One Minnesota Plan resilience area to elevate. In 2025, under the Healthy Minnesotans priority, the chosen focus is Extreme Heat and Air Quality.
To kickstart the campaign, Russell Herder’s brand planning team conducted focus groups for at-risk individuals, including caregivers and people working outside in warmer months. Their responses communicated the need for the dissemination of information about extreme heat.
A mother responded, “The UV index is important for me as a mom. I consider whether to send my kids out during peak UV times or wait until it’s less intense…I consider their access to relief from the heat, such as shade, rest areas and water availability.”
A construction manager said, “For outdoor workers, there’s a culture of pushing through and getting the job done. Seeing a government ad telling them to stop working can help.”
Another participant added, “My wife is a preschool teacher, and she has to learn how to pick up on cues on when a child is facing heat exhaustion.”
This focus group feedback, in addition to research on the effects of exposure to extreme heat, informed the campaign and the development of the slogan, “Stay CoolMN.” This catchy, memorable tagline was used throughout a landing page on the Minnesota Department of Health’s website, downloadable collateral educating the public on methods to stay safe in extreme heat, an educational video, digital ads and more.
Governor Walz also proclaimed May 30 as Extreme Heat Awareness Day, citing the importance of awareness of rising temperatures year over year. “We cherish our Minnesota summers, but they can turn tragic quickly if people don’t understand how heat can impact the body,” he said. “This campaign will help make sure people can stay safe.”
Simple instructions on staying safe, like “Drink plenty of fluids throughout the day,” centered the campaign on a singular message. The RH creative team used bright orange to denote heat and safety and developed a bear mascot for approachability.
The Stay Safe MN campaign will run through Labor Day to remind Minnesota residents, especially those in especially vulnerable groups, to practice safe habits in extreme heat. Through collaboration with the MN Department of Health and on-the-ground research with community focus groups, we demonstrated our commitment to public safety and powerful, carefully crafted messages.
