An omni-channel anti-vaping campaign, built on behavioural science and real voices, to reach young Indigenous people where they are.
The Victorian Aboriginal Health Service (VAHS) was established in 1973 to address the specific medical needs of Victorian Indigenous communities.
In collaboration with The Koori Way, VAHS came to us to support its goal of encouraging young people aged 15 and over to stop vaping, as 37% of all First Nations deaths are caused by smoking.
Vaping among young Indigenous people was contributing to a serious, ongoing health crisis.
Fear-based messaging risked alienating the audience it needed to reach.
Needed real, credible voices to cut through, not another generic health campaign.
We delivered a powerful, omni-channel anti-vaping campaign, Flip The Vape. Drawing on our strategic understanding of behavioural science, we avoided fear-based messaging, instead focusing on empowering Indigenous youth with the knowledge that quitting vaping can lead to a better future and a healthier lifestyle. We used bold, to-the-point language that stood out on every touchpoint, centring real voices by involving young Indigenous leaders and advocates, and promoted the campaign across Facebook, Instagram, TikTok and Snapchat, as well as OOH advertising throughout Victoria.
