The Marie Keating Foundation: advert-top-1 by DDFH&B

The Marie Keating Foundation has teamed up with DDFH&B to launch its first ever coughing billboard.

Designed to raise awareness of about the dangers of lung cancer, the specially-built outdoor piece includes an audio instalment that immediately grabs the attention of passers-by with a coughing sound. The billboard displays a seemingly innocent statement, but when you look closely at the typography, the letters reveal a serious 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.

In addition to the outdoor billboard, DDFH&B is launching the campaign on radio, online, and across social. Across each platform, the mention of cancer is deliberately obscured to hammer home the message that the disease could be hiding behind a cough.