stop smoking campaign of some sort?

During home games they'd have two people continuously carry out mock body bags and lay them in the south end zone bleachers, representing the "x number of people per hour" that die of smoking-related conditions. The section would be full of "bodies" by game's end.

I have no idea why I just remembered this, but I know there's no way the new NHL team can beat that for amazing in-game promotions.