The First Poster To Catch Lung Cancer is an audio-activated innovation that only displays its message for a cough.

Lung cancer is the most deadly cancer in Ireland, claiming more lives than any other most often because it’s caught too late. For lung cancer awareness month, the Marie Keating Foundation, Ireland’s early-diagnosis charity, wanted to campaign for a national lung screening trial to catch more cancers early.

Without lung screening, the most important tool is the patient identifying their own symptoms and seeking help. But research has shown those most at risk are least likely to see their GP.

So a unique OOH activation would catch them when they were most likely to receive the message - when their own cough triggered the poster to appear.