Coughing billboard highlights the risks of smoking

Similar to Posterscope and Carat Scotland’s 2015 coughing billboard to raise awareness of lung cancer, to most passersby, Åkestam Holst’s latest work for pharmacy Apoteket Hjärtat seems like an ordinary billboard.
But thanks to in-built smoke detectors that react to smokers lighting up and smoking anywhere near it,  when someone near the screen lights a cigarette, the billboard awakens. The model featured in the billboard then starts coughing before the smoker  gets tips on various nicotine-products to substitute smoking.
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Via: Little Black Book