Promoting Smoking Cessation Through New Media Tools Facebook, Instagram and WhatsApp

Abstract

Background and context: Tobacco use is a devastating problem all over the world and in the Middle East. In Egypt 20% of the adult populations are using any type of tobacco and the problem is increasing among youth especially waterpipe. Tobacco industry is targeting the youth through many ways and using indirect ways in drama and points of sale. Raising the awareness of the public about smoking hazards and benefits of quitting is one important strategy to control the epidemic. Providing support and help material is very important. Behavioral support and promoting change is very important using coaching strategies and using new tools is very helpful to reach youth. Aim: Motivating current smokers to quit through the effect of role model using new tools for behavioral support. Strategy/Tactics: Providing the message and support through new tools as WhatsApp, Instagram and Facebook where smokers who is able to quit provide information about their smoking experience and how they overcome it. Program/Policy process: Tobacco treatment specialist worked in collaboration with few young medical students to develop a Facebook page on the World No Tobacco Day 2016 and developed different posts about smoking problem and inviting viewers to add their inputs. During the early days of the campaign the team used the Facebook ads tool to promote for the page and this was sponsored by few supporters. The team who is in charge of managing the Facebook page then thought about new ideas to increase the reach and impact of the page where inviting smokers who was able to quit or take a selfie with a piece of paper writing how many days they were able to abide from smoking. The page during few months made a trend on social media. Outcomes: The reach of the page was 3 million and the reactions were 500 thousand engagement with 52 thousand members. About three thousand smokers were able to quit with following the stories sent on the page. What was learned: Using social media tools is very good way to reach out and mobilize the public to change the behavior.