This billboard doesn’t promote a brand, a product, or an offer. Instead, it delivers a message that grows heavier by the second. Displaying the line “Smoking deaths this year: and counting.” alongside a live counter, the execution turns a familiar out-of-home format into a real-time confrontation with reality.

A number that refuses to stand still

Unlike traditional public health messaging that relies on annual statistics, this billboard introduces time as an active element. The counter is not symbolic—it implies movement, inevitability, and urgency. Every passing moment suggests that the number is rising whether we are watching or not.

By presenting smoking-related deaths as something that is actively unfolding, the campaign removes emotional distance. This is not history. It is now.

Minimal design, maximum weight

Visually, the execution is striking in its restraint. A dark background. Bold white typography. A single illuminated digit. There are no graphic images, no dramatic visuals, and no sensational language.

That restraint is precisely what makes the message powerful. In a cityscape filled with color, animation, and promotional noise, the silence of the design forces attention. The viewer has nothing to focus on except the meaning of the number.

@jennytuell14 happy new year! #losangeles #community #newyears #newyearseve #2026 ♬ original sound - Jenny Tuell

Authority over shock

The presence of organizations such as the American Heart Association and the American Lung Association grounds the message in credibility rather than provocation. This is not designed to shock for shock’s sake, but to inform with authority.

The campaign positions itself clearly as a public health intervention, not an opinion. The data-led approach reinforces trust and removes ambiguity about intent.

Why out-of-home is essential to this message

This idea works because it exists in public space. Out-of-home advertising forces shared exposure—people encounter the message during commutes, evenings out, and everyday routines. These are moments where the message cannot be skipped, closed, or scrolled past.

The billboard occupies physical space and time, mirroring the reality it represents. Just as the counter keeps running, the message remains present.

Redefining impact in outdoor advertising

By counting lives instead of impressions, this campaign reframes what “impact” means in outdoor advertising. It demonstrates that OOH can do more than persuade—it can confront, educate, and provoke reflection.

In an industry often focused on visibility and reach, this billboard reminds us that the most powerful messages are sometimes the simplest ones, delivered honestly, publicly, and without distraction.