A digital billboard is encouraging smokers to quit by coughing every time someone walks past with a lit cigarette.
The advert, created by Swedish pharmacy Apotek Hjärtat, is embedded with smoke detectors in order to identify when a smoker is nearby.
In a video explaining the concept, the ad’s actor says the pharmacy hopes to inspire smokers to quit this New Year.
“Our mission is to help you live a longer and healthier life,” he says.
“That’s why I’m here, to help you get new, healthier habits.”
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Apotek Hjartat/YouTube
The video shows smokers displaying a mix of reactions as they hear the actor in the billboard coughing. Some stand in front of the screen visibly confused, while others are seen laughing in surprise.
The advert ends with a photo of products to helps smokers quit, such as nicotine patches and gum.
According to the NHS, smoking increases your risk of developing more than 50 serious health conditions and in the UK, around 100,000 people die from smoking-related illness every year.
The billboard, which is situated in Stockholm, has received mixed reactions on the pharmacy’s Facebook page.
While more than 1,000 people have liked the video, with many calling it “genius” and “innovative”, others have argued that it unfairly persecutes smokers.
One user said she was fed up with being made to feel like a “bad person” for smoking.
“Believe it or not, but we are actually aware of the risks when we smoke,” she said.
“But no one gives a shit about why you smoke or why you can’t stop smoking.”
12 Undeniable Facts About Smoking
FACT 1(01 of12)
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Every cigarette you smoke reduces your expected life span by 11 minutes. (credit:Jasper White via Getty Images)
FACT 2(02 of12)
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There are roughly 10 million adults who smoke cigarettes in Great Britain. (credit:Bertrand Demee via Getty Images)
FACT 3(03 of12)
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Two-thirds of smokers start before the age 18. (credit:Flying Colours Ltd via Getty Images)
FACT 4(04 of12)
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The proportion of the population who are smokers has decreased since the 1970s. A sixth of the population smoke now, in comparison to nearly half of the adult population smoking in 1974. (credit:Dražen LovriÄ via Getty Images)
FACT 7(05 of12)
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Tobacco smoke contains over 4,000 chemical compounds including: carbon monoxide, arsenic, formaldehyde, cyanide, benzene, toluene and acrolein. (credit:murengstockphoto via Getty Images)
FACT 8(06 of12)
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Smoking poses a huge risk to your cardiovascular system.It also steals some of your good cholesterol, increases the risk of clotting and temporarily raises your blood pressure. (credit:Jeffrey Hamilton via Getty Images)
FACT 9(07 of12)
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Immediately after you quit smoking, your lungs and other smoke-damaged organs start to repair themselves. (credit:Oko_SwanOmurphy via Getty Images)
FACT 10(08 of12)
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Smoking is England’s biggest killer. Half of all regular cigarette smokers will eventually be killed by their addiction. (credit:Westend61 via Getty Images)
FACT 11(09 of12)
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100,000 smokers in the UK die every year from smoking related causes. (credit:Shui Ta Shan via Getty Images)
FACT 12(10 of12)
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In 2012-13 the Government earned £12.3 billion in revenue from tobacco tax. (credit:Jasper James via Getty Images)
FACT 13(11 of12)
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Usage of electronic cigarettes has tripled in the past two years. 2.1 million adults in Great Britain now use them. (credit:diego_cervo via Getty Images)
FACT 14(12 of12)
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A report by Dr Robert West of University College London found that e-cigarette use from popular brands is expected to be at least 20 times safer (and probably considerably more so) than smoking tobacco cigarettes. (credit:mangojuicy via Getty Images)