Use of Short-Form Video Content to Promote Rational Drug Use Among Urban Youth

Abstract

The rapid proliferation of digital platforms has transformed the way health information is consumed, particularly among urban youth. Short-form video content—characterized by brevity, visual appeal, and algorithm-driven reach—has emerged as a powerful medium for influencing knowledge, attitudes, and behaviors. This study explores the effectiveness of short-form video content in promoting rational drug use among urban youth, a demographic increasingly exposed to both accurate and misleading pharmaceutical information online. Rational drug use, defined as the appropriate, safe, and cost-effective use of medicines, is a critical public health objective, especially in urban environments where self-medication, over-the-counter drug misuse, and antibiotic resistance are growing concerns.

The manuscript investigates how short-form video platforms can be leveraged to disseminate accurate drug-related information, improve awareness of medication adherence, and reduce irrational practices such as self-prescription and misuse of antibiotics. Using a mixed-method research design involving surveys, experimental exposure to curated video content, and behavioral intention analysis, the study evaluates changes in knowledge, perception, and intended practices among urban youth aged 18–30.

Preliminary findings indicate that short-form video content significantly enhances awareness and understanding of rational drug use principles when designed with credible sources, engaging storytelling, and culturally relevant messaging. Participants exposed to such content demonstrated improved knowledge of dosage, side effects, and the importance of consulting healthcare professionals. However, the study also identifies challenges, including the risk of misinformation, superficial engagement, and over-reliance on non-expert influencers.

The research concludes that short-form video content holds substantial potential as a public health communication tool but must be regulated and strategically designed to ensure accuracy, credibility, and sustained impact. The study offers recommendations for healthcare organizations, policymakers, and digital content creators to harness this medium effectively for promoting rational drug use.