Talking to middle schoolers about the choices they face every day requires a delicate balance of “cool” and effective. The Mississippi Department of Education’s Office of Healthy Schools enlisted the help of Communication Arts to create a program name and produce marketing materials for a Building Healthy Families for the Future five year grant. Eighteen Mississippi middle schools are now rallying behind the “Mine to Choose” program, represented by a handrawn logotype, encouraging teens to take ownership in each of their choices regarding sex, drugs, alcohol and other health-related topics.