The country's first 'coughing billboard' is grabbing the attention of passers-by on one of Dublin's busiest streets.
The billboard is located on Macken Street on the capital's south side.
It was erected by the Marie Keating Foundation for their 'Listen To Your Lungs' campaign to coincide with International Lung Cancer Awareness Month.
The billboard features a poster warning people to get a persistent couch checked out, while it features a repeated coughing sound.
The poster reads; "I had a chest cough that wouldn't go away. I got checked after three weeks", with letters highlighting the hidden words, "I had cancer."
Their campaign also includes a radio advertisement, a video and a social media campaign.
Approximately 2,300 Irish people are diagnosed with lung cancer every year.
It is the fourth most common cancer in Ireland, after prostate, breast and colorectal, however more people die from lung cancer in Ireland than any other type of cancer.
Dr. Anne Marie Baird, lung cancer researcher and patient advocate at St James Hospital and at Trinity College Dublin, said she is "delighted" to see the nationwide campaign.
"Lung cancer incidence, survival and mortality rates are alarming in Ireland with more people dying from lung cancer every year than any other cancer type," Dr Baird said.
"The aim of this campaign is to educate people about a persistent cough and other symptoms associated with lung cancer, therefore encouraging people to get checked and hopefully detecting lung cancer at an earlier stage."