American University of Beirut Medical Center: The Sound of Shisha

The American University of Beirut Medical Center (AUBMC) created an immersive experiment on social media to warn people in Lebanon of the risk of contracting throat cancer from smoking shisha.

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...

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