'The Brother Boys' join forces with Griffith

In May 2025, our team member John attended the Coomealla Fair Dinkum Choices Launch, whilst completing pledges in the community, John made contact with Kyran and Bill the comedy duo known as Brother Boys on TikTok. John spoke with Kyran and Bill and asked them if they were interested in collaborating with us in the future. The Brother Boys were enthusiastic about that idea and were happy to work with us and to help spread our messages on their various social media pages.

We realised that we wanted to target a range of audiences with a large focus on youth/young people around vaping. After brainstorming some ideas, we settled on using billboards, as well as TikTok, Instagram, and Facebook on both The Free, Fresh & Fit and Brother Boys social media pages.

In December 2025, both the Billboards and Social Media Campaign went live. The Brother Boys posted stories on their social media pages of Kryan surprising Bill with the billboards. The billboards featured Kryan as our smoke and vape free champion. The Brother Boys also made a comedy skit about Kyran’s quit journey and encouraging other young Indigenous people to quit vaping. The analytics for the video across all social media pages is as below:

Views: 144.3k
Comments: 178
Saves: 278
Likes: 13788

The Billboards we placed in various locations with high traffic. The data for the billboards is collected from traffic light sensors, and anonymous mobile phone signal data to gather the most accurate representation of vehicles. The billboards are December to June and the estimated impressions for the billboards are as below:

Griffith/Hanwood South – 36 449 impressions per 4x weeks
Mildura A – 182 482 impressions per 4x weeks
Mildura B – 197 535 impressions per 4x weeks

The feedback from the social media campaign has been overwhelmingly popular, we have seen a growth on our own social media pages with new followers from outside our region to international followers. Their video is still getting comments and shares weekly. The Brother Boys still continue to like, share and comment on things we post, we will still partner with them again for future events and social media campaigns.

Rebecca King
Tackling Indigenous Smoking Coordinator (Griffith)