OURFUTURES INSTITUTE- VAPING PREVENTION

Strategic development, creative direction, marketing delivery, product launch event and ongoing implementation​

“EVIDENCE-BASED VAPING PREVENTION THAT'S PROVEN TO WORK”

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As Head of Marketing, I led the national rollout of the OurFutures Institute Vaping Prevention Program, a federally funded, evidence-based initiative delivered to secondary schools across Australia.

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The launch required careful alignment between research integrity, government expectations, education sector needs, and brand credibility, while building a scalable marketing engine to support long-term uptake.

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The project requirements: 

• Branding and key messaging: Evidence-aligned positioning and creative development

• PR, Research Paper and Government Launch: PR, media and communications support, risk management, and stakeholder engagement

• Industry Launch Event: National sector launch to drive credibility and momentum

• Ongoing Campaign: Scalable digital and partnership-led growth strategy

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The challenge: 

• Translate complex research outcomes into clear, school-ready messaging

• Support government announcements and public accountability

• Establish sector trust while driving national adoption

• Deliver a coordinated launch across research, industry, and education audiences

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Key responsibilities: 

• Brand positioning and messaging development

• Research launch, media, PR and  communications

• Government  and stakeholder alignment and management

• Industry launch event strategy and execution

• Design and rollout of a national, multi-channel marketing campaign

• Cross-sector coordination with universities, government, and education partners

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The outcome:

• Successful national launch of a Tier-1 prevention program

• Strong uptake across Australian secondary schools

• Clear positioning as a credible, evidence-based alternative to punitive approaches

• Sustainable marketing infrastructure to support long-term growth

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