Background:
Considering their ability to reach a large number of people, social media and particularly Instagram, due to its characteristic to spread image-based communication, are increasingly being used to promote health. UNITAB, the Tobacco’s Science Unit of the University ‘Sapienza’ in Rome, Italy, organizes awareness-raising campaigns directed to young people, with the aim to increase their awareness on tobacco related issues and to encourage cessation.

Objective:
To increase the number of interactions of young people with UNITAB Instagram page.

Methods:
On Valentine’s Day, a campaign was launched on Instagram, targeting young people and focusing on the topic of love, tobacco and positive outcomes achieved after quitting. Two stories and 27 posts were published: 14 with a common layout, and 13 with nonspecific graphics and different communication techniques, but sharing the same logo. The chosen images deliberately contained positively expressed messages showing the benefits of quitting, rather than the possible negative effects of smoking.

Results:
The campaign was from 14 to 28 February 2022, and according to data collected on UNITAB Instagram profile on 12 May 2022, reached 1093 accounts (940 of those were non-followers of the profile). This number was reached through views of both posts and stories, corresponding to a +351% increase in views compared to the previous quarter (before the campaign). In addition, there were 41 new profile subscribers and 10 dropouts, a gain of 31 new followers. There were 364 visits to the Instagram page, corresponding to a +29.9% compared to the previous quarter period.

Conclusions:
The campaign on Instagram has considerably increased users’ interactions with the UNITAB Instagram profile. Health promotion, focusing mainly on the advantages and benefits of smoking cessation, seems to be a key point for increasing young people’s interest in quitting.