Deadly Choices is a social marketing initiative that was started in 2010 in South East Queensland by the Institute for Urban Indigenous Health (IUIH).

It aims to empower Aboriginal and Torres Strait Islander peoples to make healthy choices for themselves and their families, such as quitting smoking, eating good food, and exercising daily.

Deadly Choices also encourages our people to access their local health service and complete a 715 Health Check every 9-12 months - normalising the idea of seeing a doctor not just when sick, but to remain healthy, access support, and prevent or better manage chronic disease.

IUIH was established by four independent Community Controlled Health Services to provide for the needs of Aboriginal and Torres Strait Islander peoples.

Since then, the network it supports, through Deadly Choices, has expanded to more than 35 primary health clinics.

Using the IUIH System of Care, Aboriginal Medical Services throughout Australia are empowering Indigenous communities to take responsibility for their health through the delivery of Community Controlled Healthcare Services, managed by fellow community members. In this way, our network is not only helping to Close the Gap in life expectancy, but is laying the foundations for better education, real jobs in the real economy, and safer communities.

Ultimately, Deadly Choices wants to spread the concept of prevention being better than cure, and supporting people to make healthy choices.