The Wisconsin Wins (WI Wins) campaign is a science-based, state-level initiative designed to decrease youth access to tobacco products. The WI Wins campaign was launched in the spring of 2002 to assure compliance with the Federal Synar regulation which requires states to maintain a youth access rate of less than 20% and is part of a comprehensive approach to preventing youth retail access to tobacco.

The program design uses a positive reinforcement protocol known as Recognition and Reminder (R&R) to support retailers who "do the right thing" and refuse to sell tobacco to minors. DHFS contracts with local partners, including health departments and other human service agencies, to conduct investigations to determine retailer compliance with the law. Local initiatives also include retailer education and training, media, and community outreach and education.

The program is enhanced by a statewide media campaign consisting of radio and print ads. Direct mailings and phone contacts with retailers reinforce the media message.