Marketers from Avera Health in Sioux Falls, SD, must be collectively putting their palms to foreheads over this one. The hospital erected a billboard showing a woman in a traffic accident as part of its campaign to encourage accident preparedness. The problem is that the billboard included a smoke machine, which was intended to make it look as if the busted-up car was fuming. Unfortunately, multiple commuters called 911 because they believed the sign was on fire. The hospital has since turned the smoke machine off after learning it violated a city ordinance.