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Campaign featured Aboriginal youth from Shepparton, Geelong, Dandenong, Mildura, Portland, and Framlingham Mission.
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11 Aboriginal Community Controlled Organisations (ACCHOs) involved across regional Victoria.
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Reached 1M+ young people across VIC, across 23 suburbs and regional hubs.
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25 shopping centres, 22 bus routes, 400+ street posters and 10 billboards rolled out across towns.
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Early surveys showed 70% of local youth reconsidered their views on smoking and vaping.
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Content seen on TikTok, Snapchat and physical media in key towns and centres.
- A full tram wrap featuring the campaign’s bold design will launch on Melbourne’s Route 86 starting 25-August, bringing the message to thousands of daily commuters.
Breaking away from traditional health campaigns, this bold Victorian initiative champions positivity, empowerment, and measurable results.
Description: Vaping is on the rise among Aboriginal and Torres Strait Islander youth, with 22% of people aged 15 and over having tried vaping, and 16% of vape-users being in the 18-24 age group. This emerging trend presents a serious public health challenge, particularly as the long-term health risks of vaping become more apparent, and 37% of all First Nations deaths are caused by smoking. The situation has further escalated in Australia recently, with the discovery of vape liquids being laced with dangerously potent synthetic opioids.
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The Koori Way, a Victorian statewide anti-tobacco and anti-vaping health promotion initiative led by the Victorian Aboriginal Health Service (VAHS), is making an impact with its “FLIP THE VAPE” campaign, designed to empower Indigenous youth to take control of their health and quit vaping.
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The campaign, funded by the National Tackling Indigenous Smoking Program, takes an approach never seen before in anti-vaping or smoking campaigns, by skipping lectures, fear-based language, and scare tactics in favour of bold, positive, and empowering messaging, along with a community-driven approach. Young people are encouraged to ‘Be a quitter’, ‘Breathe easy’ and ‘Join the flipping movement’.
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Vaping has become increasingly prevalent among Indigenous youth, with many of them not having previously smoked. While the health risks associated with vaping are becoming clearer, including the potential for long-term addiction and respiratory problems, the FLIP THE VAPE campaign takes a fresh approach compared to traditional public health messaging, by offering a tone and style that young people actually relate to and want to engage with.
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The campaign features influential young Indigenous leaders and advocates from regional and urban communities in Victoria (including Mildura, Geelong, Portland, Dandenong, Framlingham Mission and Shepparton), who were the face and voice of this campaign, ensuring broad representation. Alongside our ambassadors, key stakeholders also included 11 Aboriginal Community Controlled Health Organisations (ACCHOs), as well as Aboriginal Quitline, which provided cessation support for the campaign.
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The campaign meets young people where they live, work and hang out: it’s promoted across digital platforms (Facebook, Instagram, TikTok, and Snapchat) as well as out-of-home advertisements across Victoria, including buses, tram stop posters, billboards, and static and digital shopping centre placements throughout Victoria. And from September, the number 86 tram in Melbourne will proudly bear the largest FLIP THE VAPE design rolled out so far.
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The campaign has already made an impact: starting in January 2025, it has reached more than 1 million young people in Victoria, and an early survey showed that 70% of the target audience said the campaign had made them reconsider their outlook towards smoking. The campaign has also influenced discussions by numerous public health bodies as a reference model, with other states now considering their own implementation of the campaign.
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“We know that fear-based campaigns don’t work as well with younger audiences. Instead, we focus on empowering Indigenous youth with the knowledge that quitting vaping can lead to a better future, healthier lifestyle,” said Lionel Austin, Manager of the Preventative Health Unit at VAHS.
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“We’re showcasing positive role models who are already making the choice to prioritise their health. We hope this will inspire others to follow suit,” said Salomae Haselgrove, Media Lead, at VAHS.
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Indigenous youth are invited to take part in the campaign by sharing their own stories of quitting vaping and embracing healthier choices. For more information on how to get involved, access resources, or learn more about the campaign, visit thekooriway.com.au/ftv.
About us:
The Victorian Aboriginal Health Service (VAHS), is a not-for-profit organisation dedicated to improving the health and well-being of Aboriginal and Torres Strait Islander communities in Victoria. VAHS, along with multiple Aboriginal Community Controlled Health Organisations, offers culturally appropriate health services, aiming to tackle health inequities and empower Indigenous people to live healthier lives. For more information, visit thekooriway.com.au/ftv.
Mo Works is a creative agency dedicated to shaping a better future through impactful campaigns that drive meaningful change. With a focus on behaviour change, social impact, and brand transformation, we collaborate with organisations to craft compelling narratives, build engagement, and inspire action across communities. For more information, visit https://moworks.com.au/.
Contact details:
Name: Salomae Haselgrove (she/her)
Victorian Aboriginal Health Service (VAHS)
Phone: 03 9419 3000
Email: [email protected] / [email protected]
Postal Address: 238-250 Plenty Road Preston, VIC, Wurundjeri Country, 3072
Name: Daniela Abril
Mo Works
Phone: 03 9642 7156
Email: [email protected] / marketing@moworks.com.au
Postal Address: 121 Arden St. North Melbourne VIC 3051
