Deadly Choices

What Deadly Choices does

Deadly Choices is Australia's leading Aboriginal and Torres Strait Islander preventative health program, operated as an initiative of the Institute for Urban Indigenous Health (IUIH), a non-profit Aboriginal Community Controlled Health Organisation headquartered in Windsor, Queensland. The program's core offering centers on the 715 Health Check — a free annual preventative health assessment for Aboriginal and Torres Strait Islander peoples — delivered through a network of over 100 Community Controlled Health Services (CCHS) across all Australian states and territories. Around the health check, Deadly Choices delivers a portfolio of community education programs segmented by audience (community, junior, senior), targeted health campaigns (sexual health, flu, smoking/vaping cessation, smoking in pregnancy), content resources (DC Radio on 98.9FM, Good Quick Tukka recipes), and community sporting events (FNQ Touch Carnival, NQ Netball Carnival, Junior Murri Carnival, Indigenous Seniors Games). The platform is operationally a community engagement and health promotion program rather than a technology product; its core technology is the integration of CCHS clinical infrastructure with grassroots community delivery.

The program's go-to-market is community-led and event-driven. It leverages partnerships with elite Australian sports organizations — including NRL clubs (Gold Coast Titans, Newcastle Knights, Brisbane Broncos, Dolphins) and AFL clubs (North Melbourne, Brisbane Lions) — as platforms for health messaging, with the Deadly Choices logo appearing on Indigenous Round jerseys and branded merchandise (health check shirts) as rewards for 715 Health Check completion. An ambassador program featuring professional athletes (Selwyn Cobbo, Keidean Coleman, Scott Prince, Petero Civoniceva, Taliqua Clancy, Tamika Upton) and a corporate partnership with Coles (alongside chef Nornie Bero for the Good Quick Tukka program) extend the program's reach into retail and media. Marketing channels include school education programs, community carnivals, DC Radio, and organic social (Facebook, Instagram).

Deadly Choices operates as a non-profit, with revenue derived from government and grant funding (notably from Health and Wellbeing Queensland and IUIH) and supported by corporate partnerships. Programs and health checks are provided free to end users; some sporting event registrations carry nominal fees ($200 per team for adult divisions) while youth divisions are free. The organization does not have disclosed external investors or venture capital backing, reflecting its community/public-health mission rather than commercial orientation.

Name

Deadly Choices

Legal name

Deadly Choices

Website

https://deadlychoices.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Deadly Choices is Australia's leading Aboriginal and Torres Strait Islander preventative health program, operated by IUIH. It drives 715 Health Check completion, smoking cessation, and healthy eating through 100+ community-controlled health clinics, NRL/AFL club partnerships, and ambassador-led community engagement across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Windsor

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Government/Grant Funding: Deadly Choices operates as an initiative of the Institute for Urban Indigenous Health (IUIH), which is funded through government health programs. The program receives support from Health and Wellbeing Queensland and appears to be grant-funded rather than commercially operated.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Deadly Choices is an Aboriginal and Torres Strait Islander preventative health program that drives uptake of the free annual 715 Health Check through Community Controlled Health Services. It supplements the health check with education programs (community, junior, senior), smoking and vaping cessation support, healthy eating initiatives (Good Quick Tukka), sexual health and flu campaigns, and community sporting carnivals. The program uses sport, ambassadors and culture as engagement platforms to make preventative health visible and accessible.

Product overview

Deadly Choices is Australia's leading Aboriginal and Torres Strait Islander preventative health program operated by the Institute for Urban Indigenous Health (IUIH). The core offering centers on the 715 Health Check—a free annual health assessment—supplemented by a comprehensive suite of education programs (Community Programs, Junior Education Programs, Senior Education Programs), health campaigns (Sexual Health, Flu, Smoking and Vaping), and content resources (DC Radio, Good Quick Tukka recipes). The program connects with communities through sporting events (Touch Carnival, Netball Carnival, Junior Murri Carnival, Indigenous Seniors Games), ambassador partnerships with elite athletes, and corporate partnerships with organizations like Coles and NRL clubs. For partners, Deadly Choices offers brand licensing, health promotion resources, and collaboration opportunities. The program leverages sport and culture as platforms to make preventative health visible, positive, and accessible.

Differentiator

Problem solved

Functional benefit

Brands

• Good Quick Tukka: A cookbook and recipe resource featuring healthy, simple, affordable and family friendly meals

Products and services

• 715 Health Check Free annual preventative health assessment for Aboriginal and Torres Strait Islander peoples delivered through Community Controlled Health Services, providing early intervention and monitoring of key health risks. Completion unlocks Deadly Choices branded merchandise (e.g., health check shirts).
• Community Programs Education programs aimed at building knowledge and positively impacting Aboriginal and Torres Strait Islander adults across all age groups.
• Junior Education Programs Education programs delivered to young Aboriginal and Torres Strait Islander people in schools and community settings to build early health knowledge and positive lifestyle habits.
• Senior Education Programs Education programs for Aboriginal and Torres Strait Islander seniors aged 50 years and older, focused on health awareness, wellbeing and chronic disease management.
• Good Quick Tukka Healthy recipe program featuring affordable, family-friendly meals designed to empower Mob to eat well. Delivered through videos, recipe cards and a cookbook, supported by chef ambassador Nornie Bero and Coles.
• DC Radio Radio program broadcast on 98.9FM featuring health information, community stories and ambassador content for Aboriginal and Torres Strait Islander audiences.
• Smoking and Vaping Resources Information and support resources to help Aboriginal and Torres Strait Islander people stay smoke and vape free, including support during pregnancy.
• Sexual Health Campaign Campaign encouraging Aboriginal and Torres Strait Islander people to access free, fast and confidential sexual health checks alongside the 715 Health Check.
• Flu Campaign Seasonal campaign encouraging Aboriginal and Torres Strait Islander people to get flu shots at local clinics.
• Health Promotion Resources Downloadable health promotion resources made available to health services and partner organizations for community education.
• Licensees Program Licensing program giving licensees access to the Deadly Choices brand and proven programs to deliver health outcomes within their own communities.

Quantifiable outcome

• More Mob engaging in their health and completing their 715 Health Checks to get their deadly Titans shirt (Gold Coast Titans partnership)
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• ColescoreGTM or Marketing Partner · 15 July 2026Partnership with major retailer Coles and chef Nornie Bero to support the Good Quick Tukka healthy eating program. Nornie Bero (Meriam people, Torres Strait Islands) serves as new Deadly Choices Ambassador sharing healthy recipes. Partnership includes videos, recipe cards, and a cookbook promoting simple, affordable, family-friendly meals.
• Newcastle KnightscoreStrategic or Co-development Partner · 11 June 2026New partnership announced in June 2026 with NRL club Newcastle Knights focused on Aboriginal and Torres Strait Islander health outcomes. Partnership leverages the club's community influence to encourage healthy lifestyle choices including 715 Health Checks, healthy eating, physical activity, and smoking/vaping cessation.
• Gold Coast TitanscoreStrategic or Co-development Partner · 5 June 2026Two-year partnership renewal (2026-2027) with NRL club Gold Coast Titans, supported by Health and Wellbeing Queensland. The Deadly Choices logo features on the Titans' Indigenous Round jersey. Partnership promotes 715 Health Check shirts and community health engagement across the Gold Coast region.
• North Melbourne Football ClubcoreStrategic or Co-development Partner · 29 April 2026Formal partnership with AFL club North Melbourne aligned with the club's First Nations Strategy. Partnership works with Victorian Aboriginal Health Service (VAHS) to promote 715 Health Checks. Includes exclusive Deadly Choices x North Melbourne shirt for community members who complete their health check.
• Victorian Aboriginal Health Service (VAHS)coreStrategic or Co-development PartnerOperational partnership with VAHS in Victoria to deliver the Deadly Choices program and ensure health messages translate into positive health actions. VAHS CEO Michael Graham stated the partnership uses 'sport and culture as a platform to make preventative health visible, positive, and accessible.'
• Health and Wellbeing QueenslandcoreGTM or Marketing PartnerGovernment health body that supports multiple Deadly Choices programs including Queensland Maroons partnership, Dolphins and Brisbane Broncos partnerships. Provides funding and endorsement for health promotion initiatives.
• Institute for Urban Indigenous Health (IUIH)coreStrategic or Co-development PartnerIUIH is the parent organization that operates Deadly Choices as an initiative. IUIH is an Aboriginal Community Controlled Health Organisation providing healthcare to Aboriginal and Torres Strait Islander peoples in South East Queensland.
• Nornie BerominorGTM or Marketing PartnerChef and media personality from Komet Tribe of Meriam people (Torres Strait Islands) serves as Deadly Choices Ambassador and partner for Good Quick Tukka program. Shares healthy recipes through videos, recipe cards, and cookbook.
• 98.9FMminorGTM or Marketing PartnerCommunity radio station that broadcasts Deadly Choices Radio program featuring health information and community stories for Aboriginal and Torres Strait Islander audiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NACCHO (National Aboriginal Community Controlled Health Organisation): The national peak body for Aboriginal Community Controlled Health Services across Australia. Directly comparable as the umbrella network that includes many of the same CCHS clinics where Deadly Choices operates, and shares the mission of community-controlled Indigenous health delivery.
• Royal Flying Doctor Service: Major Australian non-profit delivering healthcare to remote and Indigenous communities. Comparable in delivering health services to Aboriginal and Torres Strait Islander populations across remote Australia, with similar reliance on government funding and sponsorship models.
• Smoke Free Foundation (Cancer Council): Australian non-profit delivering tobacco control programs, including Aboriginal-specific smoking cessation initiatives. Comparable in running smoking cessation education campaigns targeting Indigenous communities, with overlapping content (smoking/vaping cessation) similar to Deadly Choices' programming.

Direct peers

• Aboriginal Health & Medical Research Council of NSW: State-level peak body for Aboriginal Community Controlled Health Services in NSW. Operates in the same preventative health and community-controlled healthcare space, with overlapping programs targeting Aboriginal health outcomes and similar partnership models with local communities.
• Lowitja Institute: Australia's national Aboriginal and Torres Strait Islander health research institute. Comparable as an Aboriginal-led organisation focused on Indigenous health equity, though differentiated by research emphasis versus Deadly Choices' community health promotion delivery model.
• Healing Foundation: National Aboriginal and Torres Strait Islander-led organisation addressing intergenerational trauma. Comparable as an Indigenous-led organisation focused on community healing and health outcomes, though differentiated by trauma-specific focus versus preventative health.
• Victorian Aboriginal Health Service (VAHS): Aboriginal Community Controlled Health Organisation in Victoria and an operational partner of Deadly Choices. Provides direct primary healthcare services to Aboriginal communities and delivers the Deadly Choices program in Victoria — directly comparable as a CCHS delivery vehicle.

Emerging players

• Australian Indigenous HealthInfoNet: Knowledge translation portal for Aboriginal and Torres Strait Islander health. Comparable in supporting Indigenous health outcomes through information dissemination and education, though via digital knowledge sharing rather than community events and clinical service partnerships.

Regional players

• Menzies School of Health Research: Leading Australian medical research institute focused on Indigenous and tropical health. Comparable in mission scope around Aboriginal and Torres Strait Islander health improvement, though operating primarily as a research organisation rather than community-facing health promotion.

Others

• Torres Strait Regional Authority: Australian Government statutory authority representing Torres Strait Islander peoples. Adjacent to Deadly Choices' mission through shared focus on Torres Strait Islander health and wellbeing, but operates in a governance/policy capacity rather than direct service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deadlychoices
• Instagraminstagram.com/deadlychoices
• LinkedInlinkedin.com/company/deadlychoices

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deadly Choices