Health Promotion International, 2017, 1–11 doi: 10.1093/heapro/dax014 Article Deadly Choices empowering Indigenous Australians through social networking sites Karen McPhail-Bell1,*, Nathan Appo2, Alana Haymes2, Chelsea Bond3, Mark Brough4, and Bronwyn Fredericks5 1University Centre for Rural Health, Level 3, Edward Ford Building, University of Sydney, Camperdown, NSW 2052, Australia, 2Deadly Choices, Institute for Urban Indigenous Health, Bowen Hills, QLD 4006, Australia, 3Aboriginal and Torres Strait Islander Studies Unit (ATSIS Unit), The University of Queensland, St Lucia, QLD 4072, Australia, 4School of Public Health and Social Work, Faculty of Health, Queensland University of Technology, Kelvin Grove, QLD 4059, Australia and 5Pro Vice-Chancellor (Indigenous Engagement), BHP Billiton Mitsubishi Alliance (BMA) Chair in Indigenous Engagement and President of Academic Board, Central Queensland University, Rockhampton, QLD 4702, Australia *Corresponding author. E-mail:
[email protected] Summary The potential for health promotion through social networking sites (SNSs) is widely recognized. However, while health promotion prides itself in focusing on the social determinants of health, its par- tiality for persuading individuals to comply with health behaviours dominates the way health promo- tion utilizes SNSs. This paper contributes to an understanding of collaborative ways SNSs can work for health promotion agendas of self-determination and empowerment in an Indigenous Australia context. An ethnographic study was undertaken with Deadly Choices, an Indigenous-led health pro- motion initiative. The study involved participant observation of interactions on Deadly Choices SNSs between Deadly Choices and its online community members. Deadly Choices provides an example of SNSs providing a powerful tool to create a safe, inclusive and positive space for Indigenous people and communities to profile their healthy choices, according to Indigenous notions of health and iden- tity.