Trailblazing anti-vaping campaign for Aboriginal young people recognised for centring Aboriginal voices has been celebrated for its creative innovation, community leadership and real behavioural impact among Aboriginal young people.
‘FLIP THE VAPE’ was developed by Mo Works, an independent creative agency specialising in community-driven health initiatives. Co-designed alongside the Victorian Aboriginal Health Service (VAHS) and Aboriginal young people, the campaign was built on authentic, bold storytelling to empower informed choices around vaping. It encourages young people to “Just flip it” and “Be a quitter”, reframing quitting as a positive, culturally empowered choice.
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The campaign demonstrated success across Victoria as well as recently Tasmania, bringing its youth-led health messaging to a new audience.
This bold, trailblazing anti-vaping campaign for Aboriginal young people is now being recognised with awards across health, design and social impact sectors.
This approach has been recognised and validated by leading bodies across health, design and social impact, with the campaign receiving honours in the past month including Victorian Public Healthcare Awards for Excellence in Aboriginal Health and Wellbeing (Winner), the Victorian Premier’s Design Award for Communication Design (Winner), the Good Design Award for Social Impact (Winner) and the Australian Graphic Design Association (AGDA) for Design for Good (Distinction).
These honours highlight not just the creative innovation behind the campaign, but also the real-world behavioural impact achieved through genuine community collaboration. By placing community voices at its core, FLIP THE VAPE has successfully reshaped narratives around health and choice among Aboriginal young people across Victoria and has just launched in Tasmania.
