The Koori Way launches new Indigenous-led anti-vaping campaign #FlipTheVape across Victoria

The Koori Way has launched a new communications campaign entitled ‘Flip The Vape‘ to encourage Indigenous youth to quit vaping employing positive messaging for positive change.

The Koori Way is a Victorian statewide anti-tobacco and anti-vaping health promotion campaign led by the Victorian Aboriginal Health Service (VAHS).

With 22% of Aboriginal and Torres Strait Islander people aged 15+ having tried vaping, and a third of them having never smoked cigarettes, the Flip the Vape campaign provides a fresh approach to addressing this growing health concern in Indigenous communities.

The campaign, funded by the National Tackling Indigenous Smoking Program, focuses on using positive, community-driven messaging to resonate with young people. By highlighting the benefits of quitting vaping, the campaign shifts away from traditional fear-based messaging and focuses on motivating youth to embrace healthier habits.

The campaign’s 4-month runtime coincides with World Cancer Day, a global initiative observed on February 4, 2025, to raise awareness and inspire action against cancer. By addressing vaping—a known risk factor for long-term respiratory and potential cancer-related health issues—the Flip the Vape campaign contributes to the broader conversation on reducing preventable diseases and empowering communities to make healthier choices.

Vaping has become increasingly prevalent among Indigenous youth, with many of them not having previously smoked. While the health risks associated with vaping are becoming clearer, including the potential for long-term addiction and respiratory problems, the Flip the Vape campaign aims to meet young people where they are, using relatable and empowering messaging.

Says Lionel Austin, Manager of the Preventative Health Unit at VAHS: “We know that fear-based campaigns don’t work as well with younger audiences. Instead, we’re focusing on empowering Indigenous youth with the knowledge that quitting vaping can lead to a better future, healthier lifestyle.”

The Flip the Vape campaign will feature influential, young Indigenous leaders and advocates from the Koori Community, across Victoria including Mildura, Geelong, Portland, Dandenong, Framlingham Mission and Shepparton. It will be promoted across various digital platforms, including Facebook, Instagram, TikTok, and Snapchat, as well as out-of-home advertising throughout Victoria.

The campaign encourages young people to make positive changes by “flipping the vape” and is designed to engage and inspire through authentic voices and community-driven content.

Says Salomae Haselgrove, Media Lead at VAHS: “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.”

Indigenous youth are invited to take part in the campaign by sharing their own stories of quitting vaping and embracing healthier choices. For more information on how to get involved, access resources, or learn more about the campaign head to https://thekooriway.com.au/ftv