The Bubble Man

Every year, 70,000 Saudis die from smoking-related diseases. While 19.8% of adults choose to smoke, many passive smokers bear the consequences. According to the Saudi National Committee for Tobacco Control (2020), 54% of Saudi adults are exposed to smoking in cafes, with significant exposure in universities, workplaces, and homes.

To promote a healthier Saudi Arabia, the government aims to reduce smoking prevalence to 5% by 2030. In collaboration with Alwaleed Philanthropies, the Saudi Ministry of Health set a goal of 120,000 visits to smoking cessation clinics in 2021.

Recognizing that repetitive warnings about smoking's dangers had become ineffective, we launched a campaign focused on BREATHING. This approach aimed to empower millennials to reclaim their right to breathe clean air.

We introduced the "Bubble Man," equipped with an air-sensor helmet that displayed toxic air levels. Over ten days, he appeared on social media and popular locations, engaging millennials in discussions about the hidden dangers of smoking. Our content encouraged smokers to seek help and motivated non-smokers to protect their right to breathe.