Social Media Use for Public Health Campaigning in a Low Resource Setting: The Case of Waterpipe Tobacco Smoking
Author(s)
Jawad, M
Abass, J
Hariri, A
Akl, EA
Type
Journal Article
Abstract
Introduction. Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking. Methods. The “ShishAware” campaign included three social media (Facebook, Twitter, and YouTube) and a website. Nine months after launch we collected data to assess use of, and reaction to, our media accounts. Results. Requiring limited maintenance resources, Facebook attracted campaign supporters but YouTube attracted opposers. Twitter enabled the most organisation-based contact but Facebook was the most interactive medium. Facebook users were more likely to “like” weekday than weekend statuses and more likely to comment on “shisha fact” than “current affairs” statuses. Follower subscription increased as our posting rate increased. Our YouTube video gained 19,428 views (from all world continents) and 218 comments (86% from pro-waterpipe smokers). Conclusions. Social media campaigns can be created and maintained relatively easily. They are innovative and have the potential for wide and rapid diffusion, especially towards target audiences. There is a need for more rigorous evaluation of their effects, particularly among the youth.
Date Issued
2015-12-31
Date Acceptance
2015-01-19
Citation
BioMed Research International, 2015, 2015
ISSN
2314-6141
Publisher
Hindawi Publishing Corporation
Journal / Book Title
BioMed Research International
Volume
2015
Copyright Statement
© 2015 Mohammed Jawad et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
License URL
Subjects
Science & Technology
Life Sciences & Biomedicine
Biotechnology & Applied Microbiology
Medicine, Research & Experimental
Research & Experimental Medicine
BELIEFS
PIPE
PREVALENCE
ATTITUDES
STUDENTS
LONDON
Audiovisual Aids
Consumer Behavior
Consumer Health Information
Developing Countries
Health Literacy
Health Promotion
Internationality
Public Health
Smoking
Smoking Cessation
Social Media
Publication Status
Published
Article Number
562586