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A new campaign has been making its rounds on the Internet and on posters in major cities, rousing controversy for its slogan, Deserve to Die, targeting hipsters, cat lovers, crazy old aunts and the genetically privileged.

The viral posters show stereotypical images of the four types of people, proclaiming the members of each said group deserve to die. While the provocative ad has sparked much anger for those who have seen it, the message from the non-profit organization is quite the opposite of offensive.

NoOneDeservesToDie.org used the controversial ad campaign to raise awareness about a disease nicknamed the killer which takes the lives of many each year without discriminating. The cause, which will be unveiled on Thursday at midnight, affects people despite what type of person they are, which explains the ad targeting hipsters and the like.

Every year over 160,000 lives are lost to a deadly disease, NoOneDeservesToDie.org wrote. They didn't ask for it, but many people seem to think they deserved it. This disease doesn't discriminate. It affects almost all of us and it's showing no signs of slowing down. So, what is the killer? You'll find out soon enough.

The said killer will be announced on midnight.

The campaign with the mysterious slogan and a clock counting down the minutes until the disease is unveiled has gotten much attention from many local news outlets in cities like New York, Chicago, Seattle and New Orleans where the ads have been displayed.

No one understands it, New Orleans store owner Brad Steuerwald told WGNO. People ask us what the hell is it about. And we say we don't know what the hell it is about.

While the countdown clock has not struck the time to unveil the killer, many have suspicions the campaign is regarding lung cancer, which took the lives of 158,592 Americans in 2008.