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Grand Pacific Health’s Tackling Indigenous Smoking program, formally known as Butt Out Boondah, has announced their rebrand to We Breathe – Tackling Indigenous Smoking.

We Breathe is a health promotion program which aims to reduce the harm of tobacco smoking and vaping for Aboriginal and Torres Strait Islander people.

The program is funded by a regional grant as a part of the National Tackling Indigenous Smoking program, and has been servicing Indigenous communities across Goulburn, Cooma, Yass, and Queanbeyan for 12 years.

“We have been known as Butt Out Boondah for a long time and have a really great relationship with our community and the program priority populations”, said Grand Pacific Health’s Aboriginal Health Manager, Simon Sadler.

“However, with the rapid rise of vaping and e-cigarettes, especially in young people, we needed a brand refresh which had utility across all means of tobacco use and not just cigarettes”, Sadler continued.

The new branding has been unveiled on World No Tobacco Day, 31st May 2024.

“World No Tobacco Day is a really important day for our team and community in getting the word out there, so it was the perfect time for us to announce and celebrate our new brand”, said Program Coordinator, Soozie Gillies.

The program worked with Aboriginal-led creative agency, Nani Creative on developing the new branding. This included engaging with Gamilaroi and Wiradjuri artist, Sean Kinchela, who lives on Yuin Country.

“Our goal for this rebrand was to acknowledge that quitting smoking or vaping is a journey and that there can be hiccups along the way”, said Communications Officer, Juliet Shoebridge.

“Using the collective voice ‘we’ creates a strong sense of togetherness and accountability; it communicates to people that what they breathe, we all breathe – their boori, Elders, community, and Country”, said Shoebridge.

As a part of the design process, the program conducted five consultations with community from their services areas.

“Butt Out Boondah has an incredible legacy with our community, so we wanted to ensure that our brand ambassadors, champions and clients had their say in our new direction”, said Gillies.

To coincide with the rebrand, We Breathe has announced that it has now launched services supporting communities from Nowra to Eden. We Breathe will continue to support Goulburn, Cooma, Yass, Queanbeyan and surrounding LGAs under its new branding.


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