Deadly Choices is a preventative health program, for the Institute for Urban Indigenous Health (IUIH), that aims to empower Aboriginal and Torres Strait Islander peoples to make healthy choices for themselves and their families. In partner with local Community Controlled Health Services (CCHS), Deadly Choices encourages mob to regularly access CCHS and complete an annual ‘Health Check’.

The Deadly Choices campaign is proudly Aboriginal and Torres Strait Islander operated and consists of a wide range of community-focussed activities. All activities have a strong focus on Healthy Lifestyle and Tackling Indigenous Smoking.

The challenge

The brief was to raise awareness and encourage Aboriginal and Torres Strait Islander peoples to access their local health services for an annual '715 Health Check,' with a focus on preventative health activities to manage and prevent chronic diseases. Our goal was to drive participation by promoting the free Deadly Choices shirt and other merchandise offered to those who complete the health check and follow-up appointments.

The solution

By combining paid advertising with social-first organic content, we reached a wide audience across key areas. The campaigns highlighted the importance of preventative health while showcasing the rewards, like the exclusive Deadly Choices merchandise, to drive engagement. With precise audience targeting, we ensured the message resonated with those most likely to benefit from the health checks, ultimately increasing participation and raising awareness of the initiative.

The impact

We've been working with Deadly Choices since 2018! Here's some of the impressive results we've achieved.