BACKGROUND: The United Against Tobacco and COVID (UATC) campaign leveraged the increased health awareness during the pandemic to tackle the alarming prevalence of tobacco use and exposure to secondhand smoke (SHS) in Jordan. Phase I (2022) focused on adult smokers, highlighting the benefits of quitting. In Phase II (2023), UATC aimed to empower parents to create smoke-free environments for their children. This study assessed the campaign's impact on public knowledge and behaviors, offering insights into its strategies, reach, and effectiveness.
METHODS: This study utilized a mixed-methods approach to monitor and evaluate the campaign. Media metrics measured audience reach and engagement, while Quitline data tracked the usage of smoking cessation services. Campaign records were used for process evaluations. Cross-sectional household surveys surveyed 1.013 individuals from six governorates after Phase I and 728 individuals from three governorates after Phase II, utilizing multistage sampling. Comparisons between campaign-exposed and unexposed groups provided insights into the effectiveness of the messaging and behavioral changes.
RESULTS: Phase I reached over 2.4 million people through social media and 2.8 million via television. Reach on social media increased to 2.9 million individuals in Phase II. There was a significant increase in demand for cessation services, with 60.9% increase in clinic visits during Phase I and 38.4% during Phase II. Data show that awareness of the campaign was associated with improved knowledge of smoking-related health risks, greater support for tobacco control policies, and increased motivation to quit smoking (47.9% of participants who smoked reported an intention to quit during Phase I, rising to 61.0% in Phase II).
CONCLUSIONS: UATC successfully raised awareness and influenced attitudes and behaviors regarding the harms of tobacco use and SHS exposure. It showcased the potential of well-monitored health communication campaigns to garner public and governmental support for tobacco control in countries with high smoking rates.