‘Flip the Vape’ is flipping the script on outdated public health campaigns. Backed by real voices this bold initiative ditches scare tactics in favor of empowerment. With transit advertising amplifying the message across Victoria, the campaign is reaching young audiences where they are—on the move. Discover how ‘Flip the Vape’ is creating real impact.
Real Talk. Real Impact.
In a world where traditional public health campaigns can miss the mark, ‘Flip the Vape’ stands out as a cheeky and inspiring initiative that gets it right. Launched by The Koori Way in collaboration with Mo Works and Victorian Aboriginal Health Service, this campaign is a masterclass in effective messaging.
Why the Right Message Matters
When the consequences are death, we often use fear to “scare people straight”. However, research shows that scare tactics don’t cut through with young audiences; instead, they disengage and tune out. They have become desensitised. That’s why ‘Flip the Vape’ takes a fresh, community-led approach, amplifying positive role models from the Koori community across Victoria and getting them to turn heads. How? By ‘flipping the bird’. By prioritising real voices and authentic storytelling, the campaign shifts the focus from fear to empowerment; helping young people make informed choices about their health.
When the right messages are placed in environments where people naturally spend time, it feels less like an interruption causing less cognitive dissonance.
Flipping the Script on Outdated Approaches
As Dan Richardson, Head of Data & Insights at Yahoo, highlighted in his Mumbrella article, traditional anti-vaping campaigns are failing because they rely on outdated narratives. The reality is, young people don’t respond well to being preached. They want relatable, credible, and empowering content that makes them feel in control of their choices.
That’s exactly what ‘Flip the Vape’ delivers. This isn’t just another health campaign: it’s a movement, built on fresh thinking, credible research, and a deep understanding of the audience it seeks to reach.
Reaching Young People Where They Are
GoTransit is proud to be part of this important initiative, helping to bring ‘Flip the Vape’ to life in the places where young people are most likely to engage with it – on buses across Victoria. By strategically placing this campaign in high-visibility areas, we’re ensuring that the message reaches its audience in a way that feels organic and impactful.
As Mo Hamdouna, Director at Mo Works, puts it: “Applying a ’90s public health campaign mindset to today’s vaping crisis is a car crash.”
Public health messaging must evolve to keep pace with changing times. ‘Flip the Vape’ is proof that when you get the messaging right – authentic, empowering, and community-driven – you don’t just raise awareness, you inspire real change.
Follow us on our socials for updates on how we’re driving meaningful change through Out-of-Home advertising.
Sources:
- Flip The Vape – The Koori Way
- ‘Flip the Vape’: New Indigenous public health campaign encourages youth to quit vaping
- The Koori Way Launches ‘Flip The Vape’ Campaign Via Mo Works Empowering Indigenous Youth To Quit Vaping – B&T
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