DENVER, CO (March 10, 2026) – Sukle, the Denver agency renowned for breakthrough campaigns that drive behavior change in the public health arena, has been awarded a comprehensive marketing remit for the Colorado Department of Public Health and Environment’s (CDPHE) state tobacco education and prevention program (STEPP).
Under the contract, Sukle will develop and support education, prevention and cessation efforts across Colorado that meet the rapidly evolving threat environment posed by nicotine products—one in which use of combustible cigarettes continues to decline steadily, while newer delivery methods like vaping, nicotine pouches, and other emerging products are on the rise, particularly among Gen Z.
A core component of this new partnership will be for CDPHE and Sukle to deliver on Colorado’s commitment to reaching priority populations that data show are disproportionately impacted by tobacco and nicotine use, including youth and Black, Native American, and LGBTQ+ communities.
For decades, tobacco education campaigns relied on a familiar playbook: expose Big Tobacco deception, dramatize health consequences, and drive social disapproval. While those approaches helped to dramatically reduce cigarette smoking, the threat has shifted to the growing normalization of alternative nicotine products like pouches and vapes. These products are often perceived as less harmful, more discreet, cleaner, even “wellness” adjacent—making traditional fear-based or abstinence-only messaging far less effective.
“The industry has successfully rebranded nicotine as a ‘tobacco-free’ lifestyle accessory for youth (vapes and pouches), a ‘performance booster,’ even a ‘coping tool’ for stress,” said Mike Sukle, Founder and Chief Creative Officer. “We’re facing an evolved marketing landscape for nicotine, and that requires a completely different creative approach.”
Sukle’s appointment follows a competitive review process where the agency’s track record of driving measurable behavior change for public sector clients was a key differentiator. The agency has architected some of the most creative and effective behavior change campaigns in the region, including:
- Use Only What You Need: Sukle’s long-running campaign for Denver Water achieved 83% awareness and helped reduce water consumption by 35% over a 10 year period, far exceeding the utility’s original 22% goal.
- Thank A Vaccine: The agency used a humorous old-West themed approach for the Wyoming Department of Public Health that helped one of the least vaccinated states boost adult vaccination rates by 19% and kids by 2.5%.
- Denver Climate Project: The “Do more. Do less. Do something.” campaign for the City and County of Denver’s Office of Climate Action, Sustainability & Resiliency activated residents with high-impact, hyper-local creative. Post-campaign respondents reported a 24% increase in new, climate-friendly actions they planned to take in the next 3 months.
“Sukle was created to be a force for change,” added Sukle. “By partnering with CDPHE on this important work, we truly have a chance to save lives and make the choice to live nicotine-free the most compelling option on the table.”
The agency’s first new creative work for CDPHE is planned to be in market this summer.
