Åkestam Holst's Coughing Billboard Highlights the Risks of Smoking

To most passersby, Åkestam Holst's latest work for pharmacy Apoteket Hjärtat seems like an ordinary billboard. But when someone near the screen lights a cigarette, the billboard awakens, and the model featured in the billboard starts coughing. The smoker then gets tips on various nicotine-products to substitute smoking.

The billboard is equipped with outdoor cigarette smoking alarms that react to smokers lighting up and smoking anywhere near it.