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A TikTok-led campaign that turned proper coughing into a global dance.
Inspired
by funk-pop aesthetics, a simple choreography was created to teach correct coughing etiquette in a positive, shareable way during the pandemic. Designed for easy replication, the idea used culture, not instruction, to drive behavior change.
Launched as a pilot in Saudi Arabia, the campaign scaled organically across multiple markets, reaching over one billion views on TikTok and driving measurable impact in the launch market.
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