For years lung cancer has been overlooked in terms of awareness and funding despite being the deadliest cancer. Why? Because it's viewed as a dirty disease. It's viewed as something people deserve due to lifestyle choices.
The Lung Cancer Alliance asked us to help end this stigma while bringing awareness to their cause. Having limited funds, we decided to create teaser posters that directed people to a landing page describing a mystery killer. The idea was to get people talking about how ridiculous it is to say a specific person deserves to die. Then tie that back to how ridiculous it is to say someone deserves lung cancer.
People were quite upset to see these go up. They were tearing them down, news stations were freaking out, the plan to let them stay up for two weeks without explanation ended after just 5 days.