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 sparked a national debate on a life-threatening health crisis previously overlooked by the public opinion and government in Lebanon – shisha smoking and its relationship to throat cancer.
Lebanon has been ranked third, globally, for having the most smokers per capita. This also includes the Lebanese youth, with more...