Mass Communication (MCM) students from the College of Arts and Sciences at American University of Sharjah (AUS) pitched an integrated communication campaigns to raise awareness of drug abuse during a special event, held on Monday May 8, at the university campus.

The event was attended by Brigadier Saif Al Zeri Al Shamsi, Commander-in Chief of Sharjah Police; Marwan Al Serkal, CEO of Sharjah Investment and Development Authority (Shorouq), Dr. Björn Kjerfve, AUS Chancellor; Dr. Leland Blank, Interim Provost and Chief Academic Officer at AUS; as well as other senior officials from Sharjah Police and the university.

The presentations addressed the campaign's main objectives, target audiences, channels, contents, formats and expected deliverables. They also featured short videos, graphics, slogans, events, public service announcements, social media hashtags and teasers. The presentations drew on values of resistance, collaboration, community cohesion and self-confidence to promote the drug abuse campaign.

Speaking on the occasion, Dr. Blank expressed his pride at the students' hard work in raising community awareness about the issue. Brigadier Al Shamsi also praised the students' contributions to Sharjah Police's efforts to enhance awareness of the negative effects of drug abuse.

Lieutenant Colonel Tariq Al Midfa'a Director of the Sharjah Police Commander of Chief's Office and member of the judging panel praised the collaboration between Sharjah Police and the AUS Department of Mass Communication and its efforts in engaging students to contribute to community awareness of drug abuse. He also outlined the three campaigns in terms of objectives, tools, strategies and target audiences, noting that social media constitutes a significant component of the campaign platforms.

Dr. Mohammad Ayish, Head of the Department of Mass Communication, said, "The campaign event is an excellent opportunity for MCM students to engage with real-world communication experiences. The superb students' campaign pitching in front of a live audience speaks to their solid media education that focuses on enhancing their professional skills as per industry standards."

A panel of judges comprising industry professionals and academics evaluated the campaigns and provided feedback. Students participating in the campaign, faculty and staff received certificates of appreciation from Brigadier Al Shamsi in recognition of their efforts.