Tobacco Free Advent Calendar: Evaluating innovative strategies in Public Health digital campaigns

Abstract Introduction Two editions, 2022 and 2023, of the Tobacco Free Advent Calendar (TFAC) built a large network of Organizations, Universities, Institutions, individual experts and medical students across Europe, coordinated by ENSPNext (European Network for Smoking and Tobacco Prevention Youth Group), to advocate for Youth and for Public Health. This study has 2 objectives: 1. Monitor the performance of TFAC 2023 vs TFAC 2022 for 31 days 2. Evaluate improvements in reach and engagement made for TFAC 2023. Methods For 24 days, TFAC 2023 featured thematic messages, embedded fact sheets, quizzes, videos and call-to-action buttons. New content was accessible daily starting on the first day of advent, ending on Christmas. TFAC was available in English and Armenian. AI was used to assist for various tasks and challenges during development and research. Comparative and Time Series Analysis were conducted in Excel and IBM SPSS26. Results TFAC 2023 was accessed 3764 times (8.8% increase), the doors were opened 1506 times (3.9% decrease), Call to action buttons were clicked 261 times (169% increase). For english version a strong variation in reach was observed, but not in engagement which remained relatively constant. In Armenian version both reach and engagement varied in 2023 vs 2022. A seasonal component was identified for both versions, particularly an increase at weekends and a decrease on weekdays. Similar to 2022, the reach and engagement were higher at the start and lower as time passed, although in 2023 the reach and engagement remained higher and more constant over time. Completion rates of interactive materials ranged between 21.4% to 100% in the English version and from 7.1% to 100% in the Armenian version. No interactive material remained unanswered. Conclusions Decrease of translations didn’t lower the reach and engagement of TFAC. Engagement with TFAC 2023 was higher, possibly due to the implication of students organizations and collaboration with influencers. Key messages • Targeted dissemination increased the reach and engagement of TFAC 2023 versus TFAC 2022. • Members of the target group should be recruited for being members in the projects affecting them to increase engagement and impact of the campaign.