BACKGROUND-AIM:
One of the main obstacles to the implementation of the WHO Framework Convention on Tobacco Control (FCTC) is the interference of the tobacco industry (TI) which enables them to target new consumers and foster lifelong addiction. In response to these harmful global tactics, the WHO FCTC Knowledge Hub for Public Awareness and the WHO FCTC Knowledge Hub for Article 5.3, in collaboration with a group of representatives of youth non-governmental organizations (NGO) from around the world, have developed social media content to inform and empower young people against these practices. The objective of this study was to assess the perception of both messages and creative approach among young people from various cultural backgrounds and to identify areas for improvement prior to launch.

METHODS:
A qualitative study was conducted in nine countries: Argentina, Cameroon, Kenya, India, Thailand, Jordan, Algeria, France and Poland. Two online focus groups of five to six participants, aged 18 to 30, were held in each country: one group was composed of participants with an average socioeconomic status and the other of participants of average/above-average socioeconomic status. Each group was composed of a variety of social profiles in terms of gender, tobacco smoking or use of new nicotine products, and geographical origin (rural or urban area). Six tobacco industry tactics were covered in social media content and pre-tested: - Adding filters to make cigarettes appear less harmful - Product diversification and packaging aimed at young people (e-cigarettes) - Sales tactics aimed at young people - Targeting vulnerable populations or those questioning their identity - Using corporate social responsibility - ‘Harm reduction’ arguments to sell new nicotine products

RESULTS:
Overall, the preliminary analysis highlighted two key findings. Firstly, participants found the communication content informative. Secondly, they perceived the communication approach of criticising the industry as a strength as it avoided blaming tobacco users. However, participants found the formats too long to read, and the impact of the message varied according to their use of tobacco or new nicotine products. In the end, three messages appeared to be more persuasive by participants: product diversification and packaging aimed at young people (e-cigarettes), sales tactics aimed at young people, and ‘harm reduction’ arguments used to promote new nicotine products. The final results of the study may be presented at the conference.

CONCLUSIONS:
The campaign was well received by the target audience around the world, regardless of their geographical background. Messages related to new nicotine products appear the most compelling to the target audience. These findings provide valuable insights that can be used to contribute in a global response to the tobacco industry’s attempts to target young people.