Campaign details

Brand: American University of Beirut Medical Center (AUBMC)
Brand owner: American University of Beirut Medical Center (AUBMC)
Lead agency: TBWA\RAAD
Country: Lebanon
Industries: Educational, universities
Media channels: Online video, Social media
Budget: No budget

Executive summary

The Sound of Shisha awareness campaign opened a national online debate on a life-threatening health crisis previously overlooked by the public opinion and politics in Lebanon – shisha smoking and its relationship to throat cancer.

The American University of Beirut Medical Center (AUBMC) decided to break the taboo around this sensitive subject by opening the conversation with a new angle. Through an immersive social experiment, it directly targeted shisha smokers in an unexpected and creative way, in the middle of their puffing in cafés across Beirut. Instead of delivering an alarming and generic warning about cancer, AUBMC turned their beloved shisha into a media tool to deliver a powerful message our smokers could no longer ignore.