Toledo scared of mystery ‘Debunkify’ ads

Maybe this extends beyond Toledo, but people there are scratching their heads and starting to feel an overwhelming sense of doom over a cryptic ad campaign that bears the one-word tagline, “Debunkify.” Apparently there are “Debunkify” billboards up around that Ohio town. We’ve also come across a “Debunkify” video on YouTube and a Web site,, which has a clock that’s counting down—it looks like it’ll reach zero hour sometime on July 10. Can someone explain what’s happening here, so the people in Toledo can feel safe again? UPDATE: The site went live this morning, July 10, at 10 a.m. EDT. It is indeed an Ohio anti-smoking campaign.