Mo Works: Flipping the narrative on vaping for Aboriginal and Torres Strait Islander youth
Armed with the knowledge that 37% of First Nations deaths are caused by smoking, it was time to turn outdated health messaging on its head. No scare tactics or lectures here; Mo Works’ FLIP THE VAPE campaign, for The Koori Way, centred real voices, empowered communities, and brought about real change through behavioural science principles and active advocacy. With messaging across both digital platforms (including an interactive educational tool, video storytelling and social media filters) and out-of-home advertising, the campaign ultimately reached more than one
million young people across Victoria.
Click here to know more about the campaign.