The Marie Keating Foundation's Billboard Coughs as People Pass by

 - Dec 1, 2017
References: mariekeating.ie & psfk
Billboards have become deeply integrated into a cityscape, making it harder for their message to get noticed as they blend seamlessly into the background, which is why the Marie Keating Foundation created a billboard that audibly reacts to people who pass by, making it nearly impossible to ignore.

In an effort to raise awareness for lung cancer, this billboard responds to anyone walking by with a soundtrack of someone coughing, encouraging those with a similar sounding cough to go to a doctor sooner rather than later. In addition to serving as a memorable and creative form of advertisement, this billboard creatively educates city inhabitants.

The campaign coincides with International Lung Cancer Month and is currently on display in Dublin.