Tobacco smoking represents the most important preventable risk factor for chronic disease in Aboriginal and Torres Strait Islander people. About 44% of Aboriginal and/or Torres Strait Islander women smoke during pregnancy compared to 12% of their general population counterparts.
We were fortunate to work with the team at Southern Cross University and IndigenousX on the campaign to assist pregnant Aboriginal and Torres Strait Islander women to quit smoking. This included running yarning workshops at four locations around Australia, developing the campaign concept, branding, scriptwriting, storyboarding, talent sourcing, social media, photography, filming, and editing of the final video suite.
The video suite was launched on World No-Tobacco Day, 31st May 2022.