Knowledge, Perception, and Willingness of Emerging Public Health Advocates to Effectively Communicate about Smoking Cessation and Tobacco Harm Reduction in Africa

Abstract

Abstract Background Media campaigns targeting young people are a valuable tool for promoting awareness about tobacco harm reduction (THR). Advocacy and communication efforts to inform about the risks of tobacco use, THR strategies, and smoking cessation methods can enhance policy compliance, minimize tobacco-related damages, and motivate individuals to quit smoking. This study investigates the knowledge, perception, and willingness of emerging public health advocates to effectively communicate about smoking cessation and THR strategies in Africa. Methods This research adopts a concurrent explanatory sequential design. The target demographic consists of public health enthusiasts, healthcare students, health communicators, and budding journalists aged 18–30 in Africa. The questionnaire, validated through an extensive literature review, was distributed via Google Forms. From 450 individuals expressing interest in the THR Journo project, 415 agreed to participate, responding to open-ended questions on smoking cessation and THR among young people. Data were analyzed with Microsoft Excel and IBM SPSS for quantitative aspects, while Atlas. ti 9 was used for the qualitative interpretation of open-ended responses. Results Of the 415 participants, 73.7% lacked prior knowledge or proper understanding of THR. Most respondents (60.0%) regarded Nicotine Replacement Therapy (NRT) as the most effective THR strategy, with 26.7% favoring e-cigarettes. A majority (73.3%) perceived NRT to be safer than smoking, while 48.3% believed e-cigarettes were safer. Approximately 70.8% agreed that THR products aid in smoking cessation. However, 38.3% were uncertain if these products are addictive. Participants referenced strategies/activities for creating awareness for THR, which include, “More advocacy and sensitization programs should be organized”, and “These programs should engage people who smoke tobacco and nicotine products themselves as champions.”Ambassadorial roles in public Universities should be granted to students as a medium to proliferate the central message of the THR. Conclusions Identified barriers to effective THR communication included misinformation propagated by health professionals and the media, religious and cultural constraints, and challenges in reaching remote areas. Strategies to enhance THR communication encompass increased advocacy and communication, government engagement and policy development, simplification of THR messages, and capacity building and engagement of advocates and stakeholders.