In recent years, the rising consumption of energy drinks and novel tobacco products such as e-cigarettes among youth has sparked serious health concerns. In response, Hungary has launched targeted communication campaigns that use modern strategies, including working with influencers, to engage young people. These initiatives aim to enhance health literacy and address the risk factors affecting youth across the country.
In an interview with Zsofia Kimmel, a health promotion officer at Hungary’s Health Promotion Department of the National Centre for Public Health and Pharmacy, we find out how the Centre is reaching adolescents with vital information on the risks of e-cigarettes. We also explore how the team is working to empower a generation of young people to make informed choices about their health, despite the pull of social media influencers and clever marketing strategies.
Last year, while visiting the UK, I met up with a friend who told me about his gruelling hunt for a ‘trendy’ energy drink. He’d scoured every supermarket, local shop, and petrol station just to track it down. The culprit? A bottle of Prime, a sports drink popular among young Brits, and one his 10-year-old nephew had to have. When he finally found one, the price was a staggering: £10 (€12) for a 500ml bottle. But what could make a sports drink so in demand, especially among children?
Despite its label warning against use by those under 18, Prime’s popularity skyrocketed thanks to its influencer founders, whose huge YouTube following of a combined 48.3 million made the drink a direct link to their fans.
Marketed as a hydration drink packed with vitamins, antioxidants, and electrolytes, Prime was positioned as something more than a sugary drink. According to its creators, its target audience wasn’t necessarily adolescents, yet it was the youth who were most drawn to it. After digging into its overnight success, the answer became clear: the real driver was marketing. Its rapid rise created such a frenzy that schools in the UK banned it, with support from health professionals concerned about its impact on young people’s health.
In the end, what made it so popular wasn’t really anything to do with its taste or even its ‘health’ benefits. For young people, it was a badge of loyalty and connection to their favourite influencers. This product became a prime (excuse the pun) example of how products tap into a social media-driven hype to become almost symbolic for young people—something they must have to feel included amongst their peers. With the right marketing and the right influencers, a sports drink becomes an essential part of their social lives, representing far more than what’s in the bottle.
Addressing a growing concern
From colourful packaging to catchy-named flavours, energy drinks and novelty tobacco products such as e-cigarettes have surged in popularity. Strong marketing tactics largely drive this rise, often met with little or no explanation of the potential health risks, which range from cardiovascular disease to disturbed sleep.
The impact of such products hasn’t gone unnoticed by the European Union (EU) either. Ursula von der Leyen, President of the European Commission, recently tasked the Health and Animal Welfare Commissioner-designate, Hungary’s Olivér Várhelyi, with addressing risk factors related to youth access to novel tobacco and nicotine products.
For Zsofia Kimmel, a health promotion officer at Hungary’s Health Promotion Department of the National Centre for Public Health and Pharmacy, the phenomenon around novel products such as energy drinks and e-cigarettes highlights the urgent need for effective health communication. Hungary has one of the highest percentages of smoking-related deaths in the EU, and is witnessing a mixed picture in tobacco and e-cigarette use. While traditional smoking has declined since 2013, with 28.8% of adults still using tobacco in 2019, the gender gap remains notable—33.62% of men smoke compared to 24.7% of women. Daily smokers account for 27.3% of the population, with an additional 2.3% smoking occasionally.
However, the growing popularity of e-cigarettes among young people is a cause for concern. In 2016, 23% of 13–15-year-olds reported trying e-cigarettes, a figure that surged to 32% by 2020. Alarmingly, recent use in this age group rose from 10.5% to 12% over the same period. While efforts to curb traditional tobacco use show promise, the rise of e-cigarettes signals a new challenge in public health and the need for more urgent public health campaigns that target harmful youth-focussed products like vapes.
Nicotine poisoning is also on the rise, with recent numbers telling a troubling story about the impact of trendy new nicotine products. According to the Health Toxicology and Information Service in Hungary, reported cases have steadily climbed: 48% in 2019, 51% in 2020, dipping briefly to 29% in 2021 before increasing to 42% in 2022 and peaking at 66% in 2023. These statistics serve as a stark reminder: despite slick marketing, the latest nicotine products are leaving a lasting and troubling impact on people’s health.
Building on the successful groundwork laid in 2022, Hungary’s public health leaders addressed the rapid spread of ELF Bars — a flavoured e-cigarette that quickly became popular among teens. Although it was technically illegal, these e-cigarettes flooded social networks, making their presence felt across the youth demographic and underscoring the powerful role of marketing and peer influence in shaping youth behaviour.
Seeing this trend, Hungary’s National Public Health Centre quickly mobilised to provide youth with accurate, accessible information. “Our messages had to be straightforward and relatable,” says Kimmel. “Young people are constantly exposed to these products, and our goal was to provide them with the tools to make informed decisions.”
Tactics and impact
The campaign employed a multifaceted approach to reach not only the youth themselves but also educators and health professionals. From live presentations for teachers and health professionals to a press conference led by Hungary’s chief medical officer, the initiative aimed to create a strong foundation of support for this youth-focussed message of the impact novelty products can have on health. Due to their popularity, educators were encouraged to engage with topics such as vaping and energy drinks, raising awareness in classrooms across the country.
To capture young people’s attention, Hungary’s National Public Health Centre also created infographics and posters detailing the risks of products like ELF Bars, nicotine pouches, and energy drinks. These resources were distributed to schools and posted on social media, strategically placing the message in spaces where teens already spend their time. “Engaging directly with the community and using content that speaks the language of youth has been essential,” Kimmel notes. The response was immediate and encouraging, with teachers requesting additional posters for their schools—proof that these messages were really getting through.
Navigating challenges in health communication
Of course, one of the toughest challenges in health promotion is competing with the gigantic marketing power of major drink and e-cigarette companies. These companies have phenomenal marketing budgets that allow them to fund captivating, viral campaigns that often strongly appeal to young audiences.
Undeterred by this, Kimmel and her team recognised the power of social media influencers in reaching young people and decided to use similar tactics.
Kimmel reflects on the experience, explaining that “Using social media platforms is a big challenge for public health and healthcare professionals alike. In Hungary, however, we have found a few strong examples of how social media can spread positive health messages to young people.”
Social media, while amplifying harmful products like ELF Bars and energy drinks, also offers a powerful platform for public health outreach. Limited budgets and human resources make it difficult for health campaigns to match the scale, reach, and appeal of influencer-driven content.“ “These companies are often steps ahead of us,” Kimmel admits. “But we can and must make an impact by connecting authentically with our audience.”
“As a public health professional, I always feel one step behind manufacturers and distributors. In my opinion, it’s important to have more capacity, marketing, and communication expertise.”
But it’s not just about the communicative approach. Young people are susceptible to peer pressure, posing a significant challenge for health professionals: “The nature of our target audience adds another layer of difficulty,” Kimmel continues, “as young people are not only exploring boundaries but are also significantly influenced by peer pressure.”
Policy’s role in protecting the next generation
While campaigns like Hungary’s are critical, they can only go so far without policy support. Recognising this, Hungarian lawmakers have proposed limiting the sale of energy drinks to National Tobacco Shops, where minors are not allowed in. While this measure is yet to be implemented, Kimmel stresses the importance of such legislative actions. “For lasting change, we need complex interventions,” she says. “Campaigns, prevention programmes, and legislative support must work together.”
These measures aim to make it more difficult for young people to access harmful products, allowing health campaigns to take root more effectively. Educating youth on health risks, combined with limited product availability, can set the stage for more informed decisions as young people grow into adulthood.
Health communication for today’s youth
Reflecting on the campaign, Kimmel emphasises the importance of authenticity, accessibility, and a positive approach. “Health messages should not only inform but also inspire,” she says. Connecting with young people in a way that resonates with their values—without a purely prohibitive tone—is essential to building trust.
While communicating the risks of products such as energy drinks and e-cigarettes is vital, Kimmel believes that emphasising positive health choices is equally important.
Hungary’s campaign serves as a powerful example of how public health can engage a new generation in meaningful dialogue about health. As Kimmel and her team continue to face the challenge of competing with the allure of energy drinks and e-cigarettes, their campaign reminds us of the potential that lies in community-focused, relatable, and consistent messaging.
Naturally, we can’t treat all of Europe as a single entity when it comes to communication. Strategies that work in one part of Europe, such as working with influencers, may not necessarily be effective in another. It’s crucial to consider the political, economic, social, technological, environmental, and legal contexts of the country you are communicating with. By taking a broader perspective, communication strategies can be enhanced, allowing professionals to identify threats, opportunities, and weaknesses. This approach will equip public health professionals across Europe and beyond to shape healthier futures for the youth they support and protect.
Ruth Thomas
Ruth joined the EuroHealthNet team in April 2022 as Communications Officer.
She holds a BA Hons degree in Print Journalism from the University of Gloucestershire (UK) and has worked in the not-for-profit sector for over ten years. Ruth has applied her communication skills to a number of positions including for an energy trade association in Brussels and as part of a National Research Network (Sêr Cymru / Stars Wales), where she was based at a UK university.