This 'Coughing Billboard' Contains a Hidden Warning About Lung Cancer

In Dublin, Ireland, an outdoor campaign for cancer charity the Marie Keating Foundation is grabbing pedestrians' attention with a "coughing billboard."

Created by agency DDFH&B, the billboard contains audio of coughing that is triggered by passers-by, prompting them to look at the poster. It displays a seemingly innocent statement: "I had a chesty cough that wouldn't go away. I got checked after three weeks." However, when you look closely at the typography, the letters reveal the message: "I had cancer."

The outdoor billboard is part of wider campaign, "Listen to Your Lungs," which coincides with Lung Cancer Awareness month this November. The campaign aims to encourage people to take notice of persistent chesty coughs and get them checked by their GP, as this could be a warning sign of the disease.

It's not the first coughing billboard, however -- earlier this year Swedish pharmacy chain Apothek Hjartat ran a campaign with a billboard that coughed whenever someeone smoked near it.