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Aggressively Adorable Anti-Smoking PSA Uses The Power Of Cats

Every time you smoke, a kitten dies. Kind of.

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Kitty wants to know why you keep smoking.

If you are still smoking, your cat might make you quit.

An aggressively adorable PSA from the Truth Campaign pits the power of cat videos against tobacco use, Reuters reports, with the tagline “Smoking = no cats = no cat videos.” Creators based the video, which ran as a commercial during last weekend’s Grammy Awards, on reports that secondhand smoke adversely affects pets at a higher rate than people.

Bad habits might ruin amazing moments like that time you saw a cat in a pirate outfit. Via truth campaign

Bad habits might ruin amazing moments like that time you saw a cat in a pirate outfit. Via truthorange/YouTube

Keyboard Cat shows up in the spot, so does Lil BUB and Cat in a Shark Costume Riding a Roomba. People at Truth Campaign want you to know that life without them — and all the cats, including that clearly grumpy cat in a pirate costume who makes a cameo — would be #CATmageddon.

Keyboard Cat is smoking ... smoking hot on the piano. Cigarettes? No way. Via truth campaign

Keyboard Cat is smoking … smoking hot on the piano. Cigarettes? No way. Via truthorange/YouTube

Robin Koval, CEO and president of Truth Initiative, the national public health organization that directs and funds the Truth Campaign, explained the thinking behind the spot in a release.

“Pets are two times as likely to get cancer if their owner smokes,” Koval said. “#CATmageddon uses some of the Internet’s most popular cats to show the impact of tobacco use.”

Kitty wants to know why you keep smoking. Via truth campaign

Kitty wants to know why you keep smoking. Via truthorange/YouTube

So smoking could be more awful than you thought. But if you stop smoking, and you share this video and hashtag, you get not awful things, like health and more cat videos. Campaign organizers say once it gets 100 retweets, super cat-video creator Aaron’s Animals will unlock a secret cat video to share — “The Most Epic Cat Video Ever” according to the spot. Who wouldn’t want that?

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