We Breathe – Tackling Indigenous Smoking is a community-driven initiative designed to empower First Nations people to live smoke-free and vape-free, with a message grounded in cultural strength, connection, community sport and truth-telling.
Produced locally and filmed on Country in Moruya, the campaign’s centrepiece is a moving television commercial that unpacks the slick, youth-focused marketing tactics of tobacco and vape companies, tactics that mask real and lasting harm. Delivered by Grand Pacific Health as part of the National Tackling Indigenous Smoking program, the campaign is reaching towns including Nowra, Eden, Cooma, Goulburn, Yass and Queanbeyan.
“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.”
A timely response to national reforms.
The campaign launch comes on the heels of sweeping tobacco law reforms in Australia. From 1 July 2025, tobacco products are required to follow stricter guidelines designed to reduce appeal and encourage quitting. These include bans on flavours and product add-ons, standardised packaging and filters, the removal of misleading names, and stronger health warnings.
At the same time, vaping is emerging as a growing concern, particularly among Aboriginal and Torres Strait Islander communities, where vaping rates are higher than the national average. While often marketed as a “safe” alternative, the reality is far more dangerous.
Many vapes contain nicotine, and some can deliver as much nicotine as 50 cigarettes. Vaping has also been linked to serious lung disease, and research shows that people who vape are three times as likely to take up smoking. The aerosol from vapes is not water vapour. It can contain harmful chemicals also found in cleaning products, nail polish remover, weed killer and bug spray.
More than a campaign, it’s a movement.
What sets We Breathe apart is its holistic, community-first approach. This isn’t just about advertising, it’s about long-term change. The program includes local engagement events, partnerships with sports clubs, and ongoing cultural education to make quitting more accessible and meaningful.
You can keep an eye out for the campaign’s powerful TV commercial airing on WIN TV and NITV, and you might even spot campaign team members at local community sports events, sharing information and support face-to-face.
Backed by Grand Pacific Health and the community health workers on the ground, We Breathe helps individuals and families understand the risks of smoking and vaping, including the dangers of second-hand and even third-hand smoke, and provides culturally safe quit support.
To find out more or access resources, visit We Breathe – Tackling Indigenous Smoking.