To raise awareness of lung cancer throughout November – being Lung Cancer Awareness Month and all – early morning commuters were treated to a beatbox ‘session’, which began life as a passenger coughing.
It sounds odd, but – have a look at the video, it’ll all make sense, hanging off the statement “sometimes, a cough is more than ‘just a cough'”.
The campaign was conceived and executed by Boehringer UK and the Roy Castle Lung Cancer Foundation.
Rupert Oldridge of the Beatbox Collective (the group of beatboxers involved in the stunt), said: “Coughing on the Tube is normally something we all endure and ignore so we decided to use that in our beatbox, along with the fact coughing persistently is one of the main signs of lung cancer.”
Involved agency: Pegasus