WHO Anti-Tobacco Awareness Campaign
According to the World Health Organization (WHO), Egypt has one of the highest tobacco consumption rates worldwide. Recent studies indicate that nearly a quarter (22.8%) of Egyptians are current tobacco users, and around half of the adult population (48.9%) are exposed to second-hand smoke at home. Recognizing the severe impact of tobacco use, Egypt has taken proactive measures to combat the tobacco epidemic, including launching awareness campaigns on digital and social media platforms.
Brief
To address the high prevalence of tobacco use, the WHO and the Egyptian Ministry of Health (MOH) launched a digital awareness campaign. The campaign focused on increasing knowledge about the dangers of tobacco, emphasizing the connection between tobacco use and COVID-19, promoting cessation services, and advocating for smoke-free environments in homes, workplaces, public spaces, and transportation facilities.
Solution
One of the key challenges was ensuring that the campaign reached the right audience amidst the overwhelming amount of digital content on social media. The strategy involved leveraging:
- Creative and engaging content: Attention-grabbing visuals and videos were used to stand out in crowded social media feeds and capture the audience’s attention.
- Addressing different forms of tobacco use: The campaign tackled misconceptions about supposedly safer alternatives like electronic cigarettes, emphasizing their health risks.
- Vivid storytelling to illustrate the hazards of tobacco: The campaign used powerful visuals and messaging to highlight tobacco’s link to cancer, heart disease, stroke, lung diseases, diabetes, and chronic obstructive pulmonary disease (COPD).
- Connecting tobacco use with COVID-19 risks: Posts and visuals showcased how tobacco use weakens immunity, exacerbates respiratory illnesses, and contributes to the spread of COVID-19 through shared smoking methods like hookah or shisha.
Results
The campaign successfully engaged a large audience, evident from the high levels of interaction, comments, and discussions on the campaign posts. Many users expressed interest in quitting tobacco and sought further guidance. The creative approach and strategic dissemination of content helped keep the campaign at the forefront of public awareness.
Recognition
The campaign was featured in top marketing magazines, reinforcing its success in driving awareness and action against tobacco use in Egypt.
