Latrobe City Council has partnered with Gippsland Region Public Health Unit (GRPHU) and Gippsland's six local Council's to launch No Filter: Real Stories series - a new vaping prevention campaign created with young people in Gippsland, for young people in Gippsland.
The project, supported by a VicHealth Vaping Prevention Grant, was developed through an 18-month co-design process with young people from across Latrobe City and wider Gippsland.
Guided by a Youth Co-Design Group, participants worked alongside creative agencies to produce a social marketing campaign that shares honest, real stories about vaping and smoking, told in the voices of Gippsland youth.
No Filter: Real Stories shares experiences from Gippsland young people about what helped them quit, why they chose not to start, and how they're supporting their friends to make healthier choices.
These real stories show that quitting is possible, and that you're not alone. Whether it's saving money, breathing easier, or feeling more in control, there are real benefits to putting the vape down and finding what works for you.
Smoking remains the leading cause of preventable chronic disease in Australia, and vaping is an emerging public health challenge, particularly among young people. In Gippsland, 12 percent of adults identify as smokers. This is higher than the Victorian average and the second highest of all regions, which highlights the need for coordinated, community-driven prevention efforts.
Through No Filter: Real Stories, local Gippsland councils and GRPHU have formed a regional partnership to build awareness, reduce harm and strengthen prevention capacity across the region. By placing young people at the centre of campaign design, the partnership has ensured messages are relatable, evidence-informed and grounded in local experience.
Latrobe City Council Mayor, Councillor Dale Harriman, said this campaign is about more than prevention, it's about empowering young people to share their stories, challenge misconceptions and lead conversations that matter in their communities.
"This campaign shows what's possible when Gippsland works together. By taking a place-based approach, we've been able to draw on the strengths and stories of our own communities to create something that truly resonates with young people across the region," said the Mayor.
"No Filter: Real Stories reflects the voices and experiences of young people right here in Latrobe City - making the message real, relatable, and grounded in Gippsland life."
Together, we can ensure local young people have access to real, relatable information and support.
The campaign will roll out across social media and community networks in November featuring real stories and peer-to-peer messages developed by and for young people in Gippsland.
