No one deserves to die, especially of lung cancer. That’s a good message. Unfortunately, this group’s recent PSA was more confusing than convincing, since someone decided it would be a good idea for the campaign billboards to say things like “Hipsters deserve to die” and “Cat lovers deserve to die.” Unsurprisingly, some hipsters, cat lovers and other people took umbrage with the wording, and the campaign’s real message — that people don’t deserve to get lung cancer, regardless of whether or not they smoked — got lost in the haze.