Phase 1 - Led by community.
As the campaign's creative and communications partner, we helped six Aboriginal Community Controlled Health Organisations and their Tackling Indigenous Smoking teams deliver a single national week of action across Victoria, New South Wales, Tasmania, the Northern Territory, Western Australia and South Australia. It was fronted by more than 30 young Aboriginal and Torres Strait Islander ambassadors, and led publicly by principal ambassador Courtney Ugle.
Phase 2 - Humour, culture, peer stories - The Flip the Vape Challenge.
Rather than lectures or scare tactics, the work ran on humour, culture, community pride and peer-led storytelling. At its heart was the Flip the Vape Challenge: young people filming themselves choosing to flip the vape for something better, then nominating their mates with #FlipTheVape. Eleven community events ran across the six states and territories, each shaped by local mob.
Phase 3 - Seen everywhere it mattered - A national buy, tightly targeted.
The campaign combined on-the-ground activation with a national outdoor buy across billboards, buses, retail screens and street furniture in every state and territory, alongside paid social targeted to Aboriginal and Torres Strait Islander young people aged 16 to 24.
