Community is given a starring role as heroes in the campaign video – the film clip for the song ‘Voices of Resistance’ that was collaboratively written, recorded and filmed in just five days. TIS leaders standing staunch against the camera, in equal measure as hard as they are proud. They are in a fighting stance. Representing community from Nations across the land, from the Torres Strait and the Cape in the north all the way down to Coffs Harbour and La Perouse in the East and to Geraldton and Perth in the West. Arms folded against the soft boxes, light diffused but still close enough to cast a shadow: the Ancestors are watching. Collaborating Garrwa and Badjtala artist Fred Leone, an acclaimed musician, Yidaki player, and Songman, shared how weaving tradition with a contemporary critique of the structural conditions affecting mob created something organic, authentic and powerful:

“It’s always a fine balance when creating from the position of a people walking in two worlds: one being the Western concept of capitalism and its effects on not only our people but the global community and the planet; and the other that of our Elders, which saw our people live in harmony with each other and the environment, for thousands upon thousands of Generations. Where there was a conscious effort to do so and put people and the planet first. So I feel the balance is organic for most First Nations artists. The inspiration behind bringing them together was to show the audience the beauty in strength of knowledge, culture and unity between mobs to give a powerful message, not only from Aboriginal and Torres Strait Islander communities, but as citizens of this country. We know this [commercial Tobacco and Nicotine] Industry is literally banking off our collective misery. So to have First Nations people leading the fight for the country as a whole is a powerful unifying statement in itself.”

The “Warraay Puthu” campaign embodies strengths-based approaches to prevent harms from tobacco and nicotine. By supporting communities in a way that promotes self-determination, this approach centres culture and prioritises building wellbeing through the work of their young leaders. The creators of the music video and wider campaign see this as an important moment for truthtelling for a critical public health issue. The thumping hip hop record is about drawing a line in the sand, and allowing communities to stand up and call out the actions of the Commercial Tobacco and Nicotine Industry in targeting Aboriginal and Torres Strait Islander peoples and demand an end to their harms. Co-director Dion Brownfield describes it as a matter of intentionality and authenticity:

“The collaboration process was really intentional from the start (…) Each team brought their own energy, language, humour and community truth, and that shaped the performances and the way the story landed. Musically, Fred Leone’s contribution was a huge elevation. His traditional songline, alongside his Yidaki playing, brought a grounded cultural authority to the track — and we supported that with clapsticks so the rhythm and cultural texture sat right. Visually, brother Matt from Melnunnie Arts helped carry the cultural theme through painting, embedding story and symbolism into the campaign’s look and feel. On the performance day, having Isaac Bamblett there was powerful. He’s one of my favourite traditional dancers/warriors — when he dances, you can feel the Ancestors around. He stomped the concrete so hard it lifted everyone, and you could see the TIS workers and artists feed off that energy and step up. Ultimately, authenticity comes from having mob leading and shaping the work. When you bring together that level of talent and connection to culture — and you’re making a statement about protecting our people”

Musically, the project has been designed with a similar tone in mind to anthemic mainstream hip-hop but with traditional cultural song and music, such as the inclusion of Fred Leone‘s hook sung in language and playing of the Yidaki. The project serves as a means to arm young Aboriginal and Torres Strait Islander creators, artists, and health leaders with the tools to create their own smokefree and vapefree narratives in their communities.