Improving and Integrating Urban Indigenous Health Services

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Deadly Choices

Deadly Choices is IUIH’s flagship preventative health program, operating across South East Queensland and under license across Queensland and Australia.

Deadly Choices builds on partnerships with CCHSs to encourage Aboriginal and Torres Strait Islander people to complete an annual health check and access the suite of services provided by their local CCHS clinic.

Deadly Choices aims to empower Aboriginal and Torres Strait Islander people to make healthy choices for themselves and their families – to stop smoking, to eat healthy and to exercise regularly through its strong brand recognition and connectivity. Operating from a strengths-based approach, Deadly Choices uses cultural identity to define and articulate what it means to make a healthy and deadly choice. Importantly, it frames Indigenous identity as healthy producing and Indigenous people as health leaders and promoters.

Deadly Choices operates through a network of high profile ambassadors, school programs, community events and social media to produce national best rates of annual preventative health checks and engagement in health programs. 

Deadly Choices is comprised of:

  • Deadly Choices Heathy Lifestyle Program incorporating the Deadly Choices Education Program in schools, Deadly Choices Community Days and Tackling Indigenous Smoking initiatives
  • Deadly Choices incentivising merchandise, including the highly sought after Deadly Choices shirts
  • DC FIT
  • Deadly Choices Licenses.

IUIH delivers the above programs through a Deadly Choices consortium of 17 CCHSs across Queensland, reaching up to 75% of Queensland’s Indigenous population. An increasing number of Deadly Choices partnerships have been established with CCHSs in other States and Territories, including licence agreements with 17 NRL/AFL clubs.

Now one of the most recognised Indigenous brands nationally, Deadly Choices has an increasing profile through active involvement in major sporting event campaigns, including its Deadly Origin partnership with the Queensland Rugby League and the NSW Rugby League.

Deadly Choices has also received international recognition for its highly successful smoking cessation programs. In May 2021, IUIH was awarded a World No Tobacco Day award from the World Health Organization (WHO). This award recognises outstanding contribution to the advancement of the policies and measures contained in the WHO Framework Convention on Tobacco Control and its guidelines, particularly concerning the theme of World No Tobacco Day.

For more information on Deadly Choices programs, including Deadly Choices events and programs close to you, visit: