(Credit: Creative and marketing team at Mo Works)

My Role

Creative Lead – Campaign Concept, Visual Direction, Photography Direction & Rollout

Overview

Flip the Vape is a culturally-led anti-vaping campaign developed for the Victorian Aboriginal Health Service (VAHS) in partnership with The Koori Way. Targeted at Indigenous youth, the campaign aimed to counter the glamorisation of vaping through a tone that was bold, cheeky, and grounded in community.

The Challenge

Connect with Aboriginal youth in a way that felt authentic, empowering, and non-patronising, while tackling a behaviour already seen as “cool” or rebellious. The campaign had to cut through with humour, confidence, and cultural respect while amplifying real community voices.

The Solution

As Creative Lead, I co-developed the campaign concept and led the visual direction, and creative system. Working closely with the internal Mo Works team, VAHS, and The Koori Way, I shaped the look and tone of the campaign from early creative ideation through to design execution.

We built a flexible visual system around bold colour, punchy language, and real ambassador photography. Taglines like “Just Ditch It,” “Be a Quitter,” and “Breathe Easy” flipped typical health messaging on its head, leaning into empowerment and rebellion instead of guilt. All assets were designed to feel like they came from within the community, not imposed from outside it.

The Results

• Campaign reached 1M+ people
• Featured in national media (Campaign Brief, Mumbrella, National Indigenous Times)
• Adopted as a model by other Aboriginal health organisations and youth-focused services

*Work completed as part of the team at Mo Works.