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

Outdoor Ad Ireland's Marie Keating Foundation Warns You to Check Out Chesty Coughs

Published On
Nov 20, 2017

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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.


Nov 20, 2017
Brand :
Marie Keating Foundation
Client :
Marie Keating Foundation
Agency :
Creative Director :
Roisin Keown
Creative Team :
Dean Ryan
Creative Team :
Adam McKiernan
Account Manager :
Sarah Conlan
Creative Planner :
Derwin Myers
Producer :
Lily O Gorman
Client :
Marie Keating Foundation
Client :
Liz Yeates
Client :
Edel McCabe

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