Just a cough or a symptom of tuberculosis? Find out!

Creative idea

Tuberculosis in Poland is often seen as a relic of the past - a disease of poverty, not something that concerns 'me'. This perception, combined with rising social tension around migrants, made honest communication risky: any message could easily stigmatize the very people most at risk. So we stripped the topic down to what everyone shares - a cough. The universal sound of coughing, the same in every language, became the campaign's core language and visual motif. No fear, no blame, no cultural barrier - just a simple, recognizable symptom prompting one question: check it.

Brand name: World Health Organization
Advertiser / client: World Health Organization
Product / service: Public Health Education Campaign - Tuberculosis
Campaign name: Just a cough or a symptom of tuberculosis? Find out!
Agency network: INDEPENDENT AGENCY
Agency: Advalue, Warsaw
Web address: https://www.who.int/europe/news-room/events/item/2025/09/26/default-calendar/just-a-cough--or-a-symptom-of-tuberculosis----who-launches-awareness-campaign
Agency chief executive officer: Paweł Majewski
Creative director: Paweł Stankiewicz
Art director: Kinga Niełacna-Drabik
Copywriter: Ewa Leksander
Account director (agency): Aneta Lisicka
Client account director: Natalia Malita
Media director: Patryk Goleniewski
Managing director: Anna Lewicka
Strategic planner / strategist: Karolina Rudzka
Pr director: Aneta Szerszeniewska
Film production: Timecode
Post production producer: Grzegorz Jankowski
Additional company: Anna Martyna, Copywriter Advalue Jan Markowski, Strategic Director Advalue Filip Tomann, Timecode Michał Grochalak, Timecode Bartek Trojanowski, Timecode