Smoking remains one of the leading causes of death worldwide, killing more than seven million people each year, according to the World Health Organization’s 2025 Report on the Global Tobacco Epidemic. The report estimated the economic cost of smoking at more than $1.4 trillion in healthcare expenses and lost productivity.
Against this backdrop, a group of Cairo University students launched the Fit Coin campaign to challenge common misconceptions among young people about smoking, vaping, energy drinks, fast food, and caffeine use.
The campaign also uses podcasts, awareness activities, and public events to encourage healthier lifestyles.
“The main idea behind Fit Coin is to encourage people to invest in their health,” Icel Akram, a fourth-year student at the Faculty of Mass Communication at Cairo University and co-founder of the campaign, told Ahram Online.
“People usually invest in many things and forget their health. They do not eat well, do not get enough sleep, and do not drink enough water. This is what we mean by investing in one’s health,” she added.
Fit Coin was launched by 18 students at the beginning of the year. The team started its social media pages during Ramadan after interviewing doctors and specialists to gather information for its podcast episodes.
The campaign’s slogans, including “Invest in your health,” are based on the students’ observations and their research.
“We aim to raise awareness among young people, as most of the issues we address concern them,” Akram said.
The campaign focuses on helping young people understand the risks of overusing substances such as energy drinks, caffeine, tobacco, and electronic cigarettes.
“We are trying to raise awareness by helping them stop harmful habits like drinking too many energy drinks, some of which can be dangerous for the stomach and the heart and may even lead to death,” Akram said.
“The same goes for smoking and vaping. We also offer healthier alternatives. Instead of dealing with stress by smoking, we guide them to other options,” she added.
Fit Coin relies mainly on Facebook and Instagram to share content, including its podcast series. The campaign has produced three podcast episodes so far and is currently working on three more.
The students have also participated in several events, including the Egypt Career Summit at the British University in Cairo, activities with Cairo Runners, Live Lighter, and a Ramadan charity event called Share a Smile.
During these events, the team distributes handouts that explain unhealthy habits and suggest healthier alternatives.
The campaign is also planning to organize more events and expand its presence in the media.
“We are trying to reach magazines and newspapers to write about us, and we will also appear on a television show to talk about Fit Coin,” Akram said.
Akram said one of the main barriers facing the campaign is convincing young people that they can quit smoking, tobacco, and caffeine dependence.
“When we raise awareness about reducing caffeine or quitting tobacco, many young people ask us how they can stop,” she added.
“They think cigarettes help them calm down, which is not true. Convincing them to quit bad habits is the most difficult thing, so we are trying to help them stop gradually.”
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