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We Breathe: powerful TV campaign launches to tackle indigenous smoking

Grand Pacific Health

A public health campaign designed to challenge the tobacco and nicotine industry's grip on communities, We Breathe, Tackling Indigenous Smoking, has launched to address a rise in vaping and smoking across the region - in towns and cities including Goulburn, Yass, Quenbeyan, Nowra, Eden and Cooma.

The campaign is designed in-line with the global World No Tobacco Day theme, Unmasking the Appeal, which exposes the tobacco industry’s calculated use of bright packaging, appealing flavours, and youth-targeted marketing, all designed to hook a new generation while hiding the real harms.

The We Breathe campaign confronts these tactics head-on, with a culturally grounded TVC filmed on country, designed to educate, empower and inspire Aboriginal communities to protect their mob and country from the harm of smoking and vaping.

“This launch is a powerful moment of truth-telling,” said Sean Kinchela from Grand Pacific Health. 

“It’s time to shine a light on the manipulative strategies of the tobacco industry and give our communities the tools, support and cultural strength to live smoke-free, and to help our young people to breathe freely.”

We Breathe is targeting communities from Nowra to Eden, and across to Goulburn, Cooma, Yass and Queanbeyan, to deliver engaging information grounded in respect, empowerment and cultural connection. 

The campaign is delivered by Grand Pacific Health, and funded by a regional grant as a part of the National Tackling Indigenous Smoking program.

This launch marks the beginning of a long-term program, which will include community engagement, sports club involvement and event activations, to make a positive impact and to turn the tide of smoking and vaping uptake among young indigenous locals. 

Access NewsReel graded footage at: https://drive.google.com/drive/folders/1IU18zuBjFS-_4u6S-SGlkbHAS7LSbbd0 

 

Access high res photos from the campaign filming and community participation at: 
https://drive.google.com/drive/folders/1NmlX5qpjO0LNSVAyg1xfx8wqJW3YgKbO 

Soozie Gillies and Sean Kinchela are available for interview. 

 

Key Facts:
About us:

About the Campaign
We Breathe – Tackling Indigenous Smoking is a health promotion program delivered by Grand Pacific Health and funded under the National Tackling Indigenous Smoking initiative. Through education, outreach and culturally safe quit support, We Breathe helps community members understand the harms of tobacco and vaping, including second-hand and third-hand smoke, and supports lasting change: https://www.gph.org.au/services/aboriginal-health/we-breathe-tis/ 

Contact details:

Erin Huckle, [email protected], 0432 213 506