A hospital may be the last place you’d expect to find a Smokers Lounge. But on World No Tobacco Day, Burjeel Hospital in Abu Dhabi and Burjeel Day Surgery Center on Al Reem Island challenged that assumption boldly and unexpectedly.
The activation stirred online conversation, racking up over 400,000 views, 8,000 likes, 5,100+ shares, and hundreds of comments – generating total engagement of more than 13,000.
Part of the ‘Unmasking the Flavours’ campaign, the initiative aims to spotlight the deceptive appeal of flavored vapes and their long-term health consequences. The campaign’s message, “Flavours fade. Cancer doesn’t,” becomes especially powerful after a breath test or health screening.
Visitors were drawn to what looked like a luxurious smoking area, complete with stylish interiors and soft lighting. However, smoking was not allowed. Instead, the lounge served as a powerful anti-tobacco experience, offering lung function tests and confronting guests with the harsh realities of tobacco and vape-related harm. What seemed like a space for relaxation quickly turned into a moment of reflection, prompting visitors to think critically about their habits.
The concept was developed by Burjeel’s in-house marketing team. They set out to challenge conventional awareness efforts by flipping expectations and sparking curiosity.
As a world-first concept in a clinical setting, the experience resonated deeply with visitors and created interesting discussions both on the ground and online.
“I walked in thinking it was a place to relax, maybe even a spot for smokers. But once I saw the message and did the lung test, it really hit me. It made me think seriously about quitting. I’ve never seen a hospital try something like this before,” said one visitor.
With its immersive design and thought-provoking approach, the Smokers Lounge has done more than raise awareness. It has started important conversations about smoking and health.
The lounges ran for two weeks, launching on May 29 across multiple units in Abu Dhabi and Al Ain. The campaign was supported by a video, shared across Burjeel’s social media platforms.
