Harnessing the Power of Testimonial Videos: A Deep Dive into the #1Minute2Quit Campaign for Spreading Awareness on the Health Hazards of Tobacco

In Indonesia, social media usage continues to grow, with 167 million users as of January 2023, 79.5% of whom are over 18 years old. Platforms like Instagram, Facebook, TikTok, and Twitter play key roles in public health campaigns. The #1Minute2Quit campaign, part of the #SuaraTanpaRokok movement, was launched in 2017 to raise awareness about the harmful effects of tobacco through 1-minute testimonial videos. By July 2023, the campaign had generated 21 testimonial videos from former smokers, with over 11,000 total engagements and 152,000 potential impressions. A qualitative content analysis was conducted on these videos to examine engagement patterns, messaging strategies, and audience responses. The analysis revealed that testimonial videos offering practical tips and encouragement to quit smoking attracted higher engagement, particularly among young adults (18-24 years), females, and individuals from higher socioeconomic backgrounds. Culturally tailored content also resonated more with diverse ethnic groups. The findings suggest that culturally sensitive and targeted messaging, combined with practical advice, is key to enhancing the effectiveness of social media health interventions. This study underscores the importance of ongoing engagement strategies in tobacco control campaigns and offers recommendations for refining future health messaging to address diverse demographic groups. Further research should explore the long-term impact of content variations across different social media platforms. Keywords: Testimonial videos, tobacco control, social media campaign, #1Minute2Quit, public health campaign.