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'Deserve To Die' mystery ad campaign solved in Milwaukee

'Deserve To Die' mystery ad campaign solved in Milwaukee

By Tom Murray. CREATED Jun 27, 2012

MILWAUKEE - A local ad agency created the mystery ad campaign that has people shocked, upset and confused all over the country.
 
There are several versions of posters suggesting that hipsters, the smug, crazy old aunts, the genetically privileged, cat lovers and the tattooed 'deserve to die'.
 
The initial ads do not give any indication what organization is behind the effort.
 
TODAY'S TMJ4 learned the posters and the website are the brain child of Laughlin/Constable ad agency right here in Milwaukee.
 
"We knew that one would be polarizing," said Denise Kohnke, Laughlin/Constable's vice president of strategy.  "The absurd thing is no one deserves to die."
 
The agency revealed Thursday that they created the campaign for Washington-based Lung Cancer Alliance
 
Posters with an explanation replace the mystery ads next week.  They aim to fight the stigma that only smokers get lung cancer and that those who get the illness 'deserve to die' because they somehow brought it upon themselves.
 
It is a close to home mission for Kohnke.  She lost her own mother to lung cancer.