Coughing Billboard Picks on Nearby Smokers in Sweden

A digital out-of-home campaign from Swedish pharmacy, Apoteket Hjärtat, used built-in smoke detectors to identify smokers in the vicinity of the screen. Once a cigarette-lover had been identified, the clever execution would then display a selection of nicotine patches and other kick-the-habit products to the unsuspecting “offender”.

Sweden are one of seventeen EU nations to have banned smoking in bars, restaurants and malls. A recent government investigation suggested the country should also prohibit lighting up at outdoor public spaces like bus stops, playgrounds, and cafes.

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