Campaign details
Brand: American University of Beirut Medical Center (AUBMC)Brand owner: American University of Beirut Medical Center (AUBMC)Lead agency: TBWA\RAADCountry: LebanonIndustries: Educational, universitiesMedia channels: Online video, Social mediaBudget: 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...