‘Flip the Vape’: New Indigenous public health campaign encourages youth to quit vaping
The Koori Way, a Victorian Aboriginal Health Service-led anti-tobacco and anti-vaping health promotion campaign, has launched a new iteration to encourage Indigenous youth to take control of their health, via Mo Works.
With a reported 22% of Aboriginal and Torres Straight Islander peoples aged 15 and above having tried vaping – a third of whom never smoked cigarettes – ‘Flip the Vape’ asks them to reconsider, by providing a fresh approach to addressing the growing health concern.
The campaign was funded by the National Tackling Indigenous Smoking Program, and focuses on using positive, community-driven messaging to resonate with young people. It highlights the benefits of quitting vaping, shifting away from the traditional fear-based messaging, instead focusing on motivating youth to adopt healthier habits.
“We know that fear-based campaigns don’t work as well with younger audiences,” said Lionel Austin, manager of the Preventative Health Unit at the Victorian Aboriginal Health Service.
“Instead, we’re focusing on empowering Indigenous youth with the knowledge that quitting vaping can lead to a better future, healthier lifestyle.”
Salomae Haselgrove, media lead at the Victorian Aboriginal Health Service, added: “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.”
‘Flip the Vape’ features influential, young Indigenous leaders and advocates from the Koori Community across Victoria.
Mo Works’ managing director, Mo Hamdouna, said: “The data shows that fear-based messaging doesn’t cut through with young people – yet many anti-vaping campaigns are still stuck in the past, preaching rather than empowering. That’s why Flip The Vape is flipping the script. No scare tactics. No outdated narratives. Just real voices, real communities, and real change.
“This isn’t just another health campaign – it’s a movement,” he continued. “And there’s more to come. It’s time to rethink how we communicate behaviour change. Let’s start with fresh thinking, credible research, and a deep understanding of the audience we’re speaking to.”
The campaign will be live across digital platforms, including Facebook, Instagram, TikTok, and Snapchat, as well as OOH advertising throughout Victoria.
Indigenous youth are also invited to share their own stories of quitting vaping and embracing healthier choices via The Koori Way’s website.
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