Look out, commuters: Melbourne’s iconic No. 86 tram has become a bold, on-the-move billboard for change, as the empowering FLIP THE VAPE campaign rolls out its biggest activation yet.
Running through key parts of the city, including Bundoora, Preston, Northcote and the CBD, the tram features the powerful slogan, “Quitters Breathe Easier”, serving as a daily reminder to young people that they have the strength and support to choose a healthier path.
FLIP THE VAPE is not your typical public health campaign. Developed by the Victorian Aboriginal Health Service (VAHS) through its statewide initiative, The Koori Way, and brought to life by Mo Works, FLIP THE VAPE flips the script on outdated scare tactics. Instead, it champions positivity, empowerment, and community pride, centring Aboriginal and Torres Strait Islander youth as the leaders of the anti-vaping movement.
And the campaign couldn’t come at a more critical time. Data shows that 22% of Aboriginal and Torres Strait Islander people aged 15+ have tried vaping, with 16% of vapers aged 18–24. The health risks, from addiction to respiratory harm, are real and worrying, and alongside VAHS, we're working hard to reverse that trend.
FLIP THE VAPE has already reached over 1 million young people in Victoria since launching earlier this year, and a recent survey revealed that 70% of respondents said it made them rethink their attitude toward smoking.
“We wanted to bring the movement into the streets and make it impossible to ignore,” says Salomae Haselgrove, Media Lead at VAHS. “This tram wrap is about pride, not preaching. It’s about putting strength and choice back in the hands of our young people.”
The tram wrap is just the latest in a series of bold, community-led activations — and with Tasmania next in line to launch FLIP THE VAPE, this trailblazing campaign is quickly becoming a national model for what effective youth-led health messaging can look like.
About Mo Works
Mo Works is a full-service digital creative agency based in Melbourne, specialising in marketing, branding, and digital products. We deliver strategies for sustained growth with account-based marketing (ABM), SEO, ads, and social media. If you're looking for a Melbourne digital marketing agency for your B2B business, get in touch today.
Founder & Managing Director · Mo Hamdouna is the founder and Managing Director of Mo Works, having established the B2B marketing agency in 2014. With a passion for innovation and sustainability, Mo shares insights on branding, digital trends, and how emerging industries can scale with impact. Mo is a co-founder of Hatch Quarter, Melbourne’s leading innovation hub supporting startups and entrepreneurs across Australia and MENA, and he was recognised as one of Australia’s Top 50 Small Business Leaders in 2020 and the Australian Small Business Champion Entrepreneur Award 2023. Mo’s vision is to empower those building a better future for all, helping businesses grow through strategy, design, and digital transformation.
