Wentworth Healthcare launched its Breath of Fresh Air campaign on Friday, May 31 at Western Sydney University, Kingswood, with aims to end smoking in the Aboriginal community.
It used World No Tobacco Day to launch the innovative, new campaign that focuses on holistic well-being and connection to country as the motivation to reduce smoking, rather than using negative images of ill-health.
The campaign is funded by Cancer Institute NSW and will target the Nepean Blue Mountains Region.
It is believed to be one of the first of its kind, offering a positive approach to tobacco control marketing to Aboriginals.
The main tagline used is "I Choose Fresh Air."
Wentworth Healthcare CEO, Lizz Reay, said: "current tobacco control initiatives may not be effectively engaging Aboriginal population.
"Across the general population smoking rates are decreasing however within the Aboriginal community the already significantly higher rate is increasing."
Smoking in the Aboriginal community is currently at 39.7 per cent whereas the general population is at 11.6 per cent.
"We aim to provide hope ... by empowering them to improve their social and emotional well being through tobacco reducton and/or cessation," Ms Reay said.
The campaign features the Koori Quitline, a culturally-sensitive, free and confidential telephone service.