A new campaign with a sneaky motive has caused something of an uproar in several American cities as posters go up in public spaces depicting rather shocking statements.

The “Deserve To Die” campaign is cloaked in mystery but is certainly attention-grabbing, calling out everyone from hipsters to crazy old aunts to the genetically privileged. And, like so many things these days, people are getting themselves in an uproar about it before they even know what it is.

If you head over to NoOneDeservesToDie.org, you’ll see where the campaign originated. You’ll also find a countdown clock, along with a cryptic message from the creators.

Every year over 160,000 lives are lost to a deadly disease. 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.

There’s also a nifty little Facebook comments widget embedded on the page for commenters, which has been blown up over the past few days with people voicing their outrage over the posters. One commenter, however, seems to have hit upon the reason for the offending images.

“C’MON PEOPLE, DO A GOOGLE SEARCH an think about it for more than 2 seconds – IT’S LUNG CANCER! They’re making the point that many people have no sympathy for smokers who die of lung cancer. Many don’t consider the fact that second-hand smoke also causes lung cancer, and has definitely affected all of us directly or indirectly. The ad is designed to grab your attention (obviously it works pretty well) and make you think…try that second part before flipping out and saying this offends you.”

While the creators of the site won’t reveal what exactly they’re referencing for another couple of days, it’s almost a sure bet that it’s to raise awareness about lung cancer and the dangers of smoking. So take a deep breath, count to ten, and relax. No one is out to kill your crazy old aunt just yet.