BACKGROUND: Indonesia’s vision to become a developed nation by 2045 highlights the need for healthy, innovative youth. According to the Global Youth Tobacco Survey (GYTS), the prevalence of smoking among adolescents aged 13 to 15 increased from 18.3% in 2014 to 19.2% in 2019. The rise of social media platforms like Instagram and TikTok offers a powerful avenue for youth-focused tobacco control campaigns. This study evaluates the effectiveness of a social media campaign by Muhammadiyah Student Association (IPM) in educating youth about the dangers of tobacco and reducing smoking prevalence.
METHODS: The campaign employed a multi-faceted approach, leveraging social media platforms to deliver empathetic and fact-based narratives. Key strategies included collaborations with influencers and youth organizations, interactive activities like live Q&A sessions, and creative challenges. Diverse content formats, such as infographics, educational videos, and storytelling, were used to engage audiences. Quantitative metrics (follower growth, impressions, and shares) and qualitative feedback (audience participation and awareness) were analysed to assess impact.
RESULTS: The campaign resulted in an 11% increase in followers, 45.8 thousand impressions, and post engagement rates of up to 4.353 likes and 9.797 shares. Qualitative feedback indicated strong audience resonance, with increased awareness and active participation in interactive activities. Youth reported a deeper understanding of tobacco’s harms and expressed motivation to act against its use.
CONCLUSIONS: Social media proved an effective tool for tobacco control among Indonesian youth, fostering emotional connections and behavioural change. Expanding the campaign to platforms like TikTok and YouTube, deepening collaborations with relatable influencers, and utilizing data analytics for personalized content can further enhance impact. Sustained and creative campaigns can significantly contribute to reducing tobacco use and empowering youth to champion a healthier future.