Trailblazing anti-vaping campaign for Aboriginal youth expands to Tasmania

An award-winning anti-vaping campaign created for Aboriginal young people has expanded into Tasmania, following strong results and growing recognition across health, design and social impact sectors.

Flip The Vape, developed by independent creative agency Mo Works in collaboration with the Victorian Aboriginal Health Service (VAHS), has picked up four major industry awards in the past month and is now being rolled out to a new audience beyond Victoria.

The campaign, which was co-designed with Aboriginal young people, uses bold, youth-led storytelling to challenge vaping culture and reframe quitting as a positive, culturally empowered choice. Built around the messages “Just flip it” and “Be a quitter”, the work aims to give young people agency, rather than relying on fear-based health messaging.

Over the past month, Flip The Vape has been recognised at the Victorian Public Healthcare Awards, alongside wins at the Victorian Premier’s Design Awards for Communication Design and the Good Design Awards for Social Impact. The campaign also received a Design for Good distinction at the Australian Graphic Design Association awards.

The recognition reflects both the creative execution and the behavioural impact of the campaign, which has demonstrated strong engagement among Aboriginal young people across Victoria by placing community voices at the centre of its approach.

With the Tasmanian expansion now underway, the campaign will extend its youth-led health messaging to new communities, building on its original focus on authenticity, cultural relevance and lived experience.

The move comes amid growing concern about vaping rates among young people nationally, with health organisations increasingly looking to community-driven models to shift behaviour and cut through traditional public health messaging. Flip The Vape’s expansion signals rising confidence in culturally grounded campaigns that prioritise collaboration over instruction, and outcomes over awareness alone.