Swedish pharmacy makes coughing billboard to help smokers quit

One of the billboards in action in Odenplan, Stockholm.

The digital screens start coughing whenever a smoker is near, to help them quit in the new year

Swedish pharmacy chain Apotek Hjärtat is running a quit-smoking campaign using a billboard that starts coughing whenever a smoker is standing nearby.

The digital screen billboards have been placed in common smoking spots and equipped with a smoke detector, which triggers the reaction.

A coughing fit by the model is then followed by an advertisement for nicotine replacement products with the slogan, “New Year, New Resolutions”.


“Our mission is to help you live a longer and healthier life,” says the billboard model in an advertisement.

“That’s why I’m in here! To help you get new, healthier habits just in time for the new year.”

According to the World Health Organization, the prevalence of smoking among Swedish men aged 15 and over was 20.4% in 2015, and 20.8% in women.

Meanwhile, Australia has a prevalence of 16.7% in men and 13.1% in women.

Watch Apotek Hjärtat’s YouTube advertisement here.

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