FRESHAIR4Life expands social media campaigns across Pakistan, Uganda and Greece to tackle youth exposure to air pollution and tobacco
The four-year FRESHAIR4Life programme is entering a key phase with the rollout with three new social media campaigns co-developed by adolescents and national research teams in Pakistan, Uganda, and Greece. Each campaign focuses on empowering young people to recognise and act on the risks of tobacco use and air pollution in their communities.
In Pakistan and Uganda, the campaigns shine a light on air pollution, using youth-led storytelling and creative videos to show how everyday exposure affects health and the environment.
In Greece, the focus turns to tobacco and vaping, with messages crafted with AI support to challenge social norms and raise awareness about the impact of nicotine addiction on young people’s lives.
These initiatives are part of FRESHAIR4Life’s broader effort to co-design effective, youth-centred social media campaigns. IPCRG supported the teams through capacity building and an e-learning course on social media campaigns for health promotion, as well as guidance on content development and messaging.
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