Introduction:
Digital media offers a broad new landscape of interesting channels for communication in health, especially among youth. ENSPNext (European Network for Smoking and Tobacco Prevention Youth Group) developed and implemented a digital communication campaign “Tobacco Free Advent Calendar 2022” (TFAC) to share information on the harm of tobacco on health and environment, and encourage youth to engage in tobacco control and quit smoking.

Material and Methods:
During 24 days, the Calendar featured thematic posts. Initially hidden behind a “closed door”, the posts became available one by one, as days passed. They encountered reliable information and interactive materials such as quizzes, surveys and games meant to develop content to be shared on social media. Other tools used were embedded videos and Call-to-Action buttons directing visitors to trusted external resources. Available in 5 languages(English, Romanian, Spanish, Italian and Armenian), the calendar was mainly disseminated via social media and ENSP Newsletter. We measured public engagement over a 31-day period since its release date.

Results:
Over 31 days, all calendar versions were accessed in total 3459 times, doors were opened 1567 times, and Call-to-Action Buttons were clicked 97 times. We noticed significant variations in daily engagement with mainly decreasing tendencies. Engagement activities scored a low participation, considering little to no engagement with interactive content. In addition, there were differences in engagement patterns across the countries potentially due to diverse dissemination efforts and the cultural variables.

Conclusions:
TFAC is a good example of youth engagement and multinational collaboration of young leaders in tobacco control. Despite a high engagement rate at launch, maintaining visitors’ attention over the whole period was challenging. Thus, additional measures should be identified and implemented to address the issue.