Effectiveness of Anti-Drug Awareness Campaign on Social Media and Its Unique Strategy

The use of social media in health campaigns in Malaysia seems to be increasingly significant. This positive scenario gives the impression that various parties are beginning to see the advantages of this medium in helping to address issues that are at risk and a public health threat. However, studies are being conducted to assess the effectiveness of this medium generally in public health campaigns and specifically in Anti-Drug Awareness Campaign seems very limited. The purpose of this study was to evaluate the effectiveness of social media and its unique strategy in an Anti-Drug Awareness Campaign in Malaysia. A cross-sectional mixed method design were used for this study which involves quantitative (survey) and qualitative (in-depth interviews) approaches. A total of 400 respondents were recruited for the survey and 12 informants were recruited for the in-depth interview. The main findings of the survey showed that the effectiveness of social media and its unique strategy is high. Meanwhile, the main findings of the in-depth interviews indicated that the effectiveness of the National Anti Drug Agency's social media is significant in the context of (1) its ability to assist the organisation in the context of easy and economic usability, (2) its ability to help influence society, (3) gaining a favorable response from the community, (4) high accessibility, as well as (5) the uniqueness strategy succeeded in attracting the public. Overall, the use of social media in the Anti-Drug Awareness Campaign in the country is effective. The use of this medium should continue and be strengthened with more creative and innovative strategies while enhancing existing effectiveness.