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Victorian Aboriginal Health Service (VAHS)
Growth
We're proud to be a 2025 winner at the Victorian Public Healthcare Awards, the Victorian Premier's Design Awards, and the Australian Good Design Awards, for our work with Victorian Aboriginal Health Service.
The challenge
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 their goal of encouraging young people aged 15+ to stop vaping, as 37% of all First Nations deaths are caused by smoking.
Our solution
We delivered a powerful, omni-channel anti-vaping campaign, FLIP THE VAPE. Leveraging our strategic understanding of behavioural science, we avoided fear-based messaging and instead focused on empowering Indigenous youth with the knowledge that quitting vaping can lead to a better future and a healthier lifestyle.
We used bold and to-the-point language that stood out on touchpoints and corresponded with our imagery, centring real voices by involving young Indigenous leaders and advocates.
The results
- Our message reached 1 million First Nations people
- The FLIP THE VAPE campaign was shared by national health bodies and peak councils, and was later launched in Tasmania.
- Featured in 10+ leading publications, including Mumbrella, Mi3, Campaign Brief, and National Indigenous Times
