Last Friday, on World No Tobacco Day, we were excited to launch our Aboriginal & Torres Strait Islander focused smoking cessation campaign - Breath of Fresh Air.
Aboriginal & Torres Strait Islander people are still overrepresented when it comes to tobacco use, which could indicate that current anti-smoking initiatives are not effectively engaging Aboriginal people.
Last year we were successful in securing a grant from Cancer Institute NSW to develop and implement an innovative campaign that creates opportunities for change in Aboriginal communities around tobacco use.
In developing the campaign, we held workshops involving members of local Aboriginal communities and were honoured to hear their personal stories relating to smoking. These workshops strongly reinforced that our campaign needed to find a positive approach - as opposed to previously used negative or fear-based campaigns – and draw upon the links between mind, body, spirit and culture.
We partnered with Aboriginal companies 33 Creative and Blacklock Media to develop a campaign that focusses on culture and collective community engagement, through the use of storytelling and art-based visual messaging, to better engage Aboriginal people.
Adopting the tag line “I Choose Fresh Air” the campaign uses holistic well-being and connection to country as the motivation to reduce smoking, which is reinforced through the use of Campaign Ambassadors from the local Aboriginal community.
Our Breath of Fresh Air campaign is a tangible example of how we hope to continue to work with the Aboriginal community on our journey towards Reconciliation.
To learn more about the campaign visit www.iChooseFreshAir.com.au. I encourage you to help spread the positive messages of this initiative by following and sharing the campaign on Facebook and Instagram.
At the Breath of Fresh Air Campaign Launch pictured from left: Paul Brennan - Board Director, Bruce Turner - Board Director, Lizz Reay - CEO, Jillian Harrington - Board Director and John Yealland – Board Director.