BACKGROUND AND IMPLEMENTATION CHALLENGES: The Tobacco Free Youth Campaign (TFYC) 2.0, under the National Tobacco Control Programme (NTCP) in Uttar Pradesh, leveraged social media as a vital tool to combat tobacco use among youth. Recognizing the influence of digital platforms on younger generations, the campaign aimed to create awareness, inspire behavior change, and promote tobacco-free lifestyles. Despite the vast potential of social media, challenges such as limited digital literacy in rural areas and combating misinformation posed significant hurdles.
INTERVENTION OR RESPONSE: TFYC 2.0 embraced a robust digital media strategy, utilizing platforms like Instagram, Facebook, Twitter, and YouTube to amplify its message. A total of 1,233 Instagram posts, 4,381 Facebook posts, 1,886 Twitter posts, and 2,483 YouTube uploads were created to engage youth with visually appealing and informative content. Campaigns featured impactful visuals, real-life success stories, interactive quizzes, and short videos promoting the ill effects of tobacco. Hashtags and targeted ad campaigns were employed to reach diverse demographics, while partnerships with influencers amplified the message’s reach.
RESULTS AND IMPACT: The campaign’s social media presence achieved significant engagement, with thousands of likes, comments, and shares across platforms. Youth engagement was particularly high, with many individuals actively participating in discussions. The widespread digital outreach created a ripple effect, encouraging further conversations about tobacco control within families and communities. Social media analytics showed a substantial increase in campaign visibility, with targeted posts successfully reaching urban and semi-urban audiences.
CONCLUSIONS: By harnessing the power of social media, TFYC 2.0 successfully bridged the gap between traditional awareness campaigns and modern digital outreach. This innovative approach demonstrated the potential of social media in driving public health initiatives, paving the way for future campaigns to leverage technology for greater impact in combating tobacco use among youth.