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There is a myth that hookah/shisha smoking is safer than smoking cigarettes because the hookah/shisha smoke is filtered through water before it is inhaled. But recent studies have found that hookah/shisha smokers actually inhale more nicotine than do cigarette smokers because of the massive volume of smoke they inhale. Since hookah/shisha smoking is seen as a social activity in the Middle East, we at DDB Oman felt that the public needs to be educated on this potential hazard. The team came up with the simple yet striking visual which brings out the fact that the innocent looking hookah/shisha is not so harmless as one thinks.