In September, Deadly Choices launched its latest health promotion initiative, “Vapes are deathly, not deadly.” Targeted towards Aboriginal and Torres Strait Islander community members aged 14–26 across Queensland, the campaign empowers young people to prioritise their health by quitting vaping or choosing not to start. It highlights the serious and often misunderstood health impacts associated with vape use.
As Australia’s leading Aboriginal and Torres Strait Islander preventative health program, Deadly Choices continues to support our people in making informed choices for themselves and their families, including reducing or quitting smoking and vaping.
This video-led campaign showcases real Community talent and presents three relatable scenarios where a young person is tempted to vape. In each scene, the individual glimpses a confronting reflection of themselves coughing and unwell. Startled by the reality of vaping’s impact, they choose to put the vape down, making a Deadly Choice.
To ensure the campaign was culturally relevant and grounded in lived experiences, Deadly Choices partnered with four Community Yarning Circles across South East and North Queensland. These sessions provided powerful insights into the motivations, barriers, and messaging approaches that resonate most strongly with Aboriginal and Torres Strait Islander youth.
Deadly Choices was also proud to collaborate once again with Brisbane-based First Nations creative agency Carbon Creative, who brought this compelling concept to life. Carbon Creative previously supported the successful Smoking in Pregnancy campaign delivered earlier this year.
To celebrate the campaign launch, Deadly Choices hosted an educational activation at the Queensland Murri Carnival (QMC), reinforcing key messages and engaging directly with young people about the risks of vaping.
Joined by Queensland Maroons representative and proud Goreng Goreng man, J’maine Hopgood, the activation featured a range of interactive resources including a branded campaign mirror, an educational “spin the wheel” highlighting common vape chemicals, branded polaroids, a vape disposal station, and take-home cessation resources.
Education Program Officers from Deadly Choices, supported by the Institute for Urban Indigenous Health Public Health team, facilitated meaningful yarns with young people from across Queensland about vaping harms and how to access quit support.
This Tackling Indigenous Smoking-funded campaign concluded its initial rollout in October and will continue to appear across television, social media, convenience advertising, and out-of-home media throughout 2026.
December 12, 2025
Deadly Choices new anti vaping campaign!
In September, Deadly Choices launched its latest health promotion initiative, “Vapes are deathly, not deadly.” Targeted towards Aboriginal and Torres Strait Islander community members aged 14–26 across Queensland, the campaign empowers young people to prioritise their health by quitting vaping or choosing not to start. It highlights the serious and often misunderstood health impacts associated with vape use.
As Australia’s leading Aboriginal and Torres Strait Islander preventative health program, Deadly Choices continues to support our people in making informed choices for themselves and their families, including reducing or quitting smoking and vaping.
This video-led campaign showcases real Community talent and presents three relatable scenarios where a young person is tempted to vape. In each scene, the individual glimpses a confronting reflection of themselves coughing and unwell. Startled by the reality of vaping’s impact, they choose to put the vape down, making a Deadly Choice.
To ensure the campaign was culturally relevant and grounded in lived experiences, Deadly Choices partnered with four Community Yarning Circles across South East and North Queensland. These sessions provided powerful insights into the motivations, barriers, and messaging approaches that resonate most strongly with Aboriginal and Torres Strait Islander youth.
Deadly Choices was also proud to collaborate once again with Brisbane-based First Nations creative agency Carbon Creative, who brought this compelling concept to life. Carbon Creative previously supported the successful Smoking in Pregnancy campaign delivered earlier this year.
To celebrate the campaign launch, Deadly Choices hosted an educational activation at the Queensland Murri Carnival (QMC), reinforcing key messages and engaging directly with young people about the risks of vaping.
Joined by Queensland Maroons representative and proud Goreng Goreng man, J’maine Hopgood, the activation featured a range of interactive resources including a branded campaign mirror, an educational “spin the wheel” highlighting common vape chemicals, branded polaroids, a vape disposal station, and take-home cessation resources.
Education Program Officers from Deadly Choices, supported by the Institute for Urban Indigenous Health Public Health team, facilitated meaningful yarns with young people from across Queensland about vaping harms and how to access quit support.
This Tackling Indigenous Smoking-funded campaign concluded its initial rollout in October and will continue to appear across television, social media, convenience advertising, and out-of-home media throughout 2026.
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