warns internet users and viral video lovers that cats exposed to second-hand smoke are twice as likely to get cancer as those whose owners do not smoke.

The Truth Initiative's ad, which ran during the Grammy Awards Monday and has been viewed more than 400,000 times on YouTube, threatens an end to popular online cat videos if smoking continues to kill pets.

"#CATmageddon uses some of the internet's most popular cats to show the impact of tobacco use on teens and pets alike," Truth Initiative CEO and President Robin Koval said in a statement.

at Oklahoma State University found that malignant lymphoma is twice as common in cats living with smokers than those in non-smoking homes.

The ad is part of the organization's "Finish It" campaign that launched in 2014 with the intent to end tobacco use for good.

Cats are 2x as likely to get cancer if their owner smokes. Change your profile pic & stop #CATmageddon right meow A photo posted by truthorange (@truthorange) on Feb 11, 2016 at 12:56pm PST

Truth is working with Petco to promote the campaign and educate the public about the damage smoking can do to pets.

"This campaign aligns perfectly with our focus on pet wellness and our vision for healthier pets, happier people and a better world. Truth is sending a powerful message to animal lovers of all kinds, smokers or not, and we're proud to get behind it," Dr. Whitney Miller, director of veterinary medicine for Petco, said in a press release.

Some experts say the feline-filled video has been effective in starting a serious debate about the impact of second-hand smoke.

"It's stimulated a conversation. It's about the cats. It's also about the smoking," at the University of California, San Diego, told NPR.

, a public health professor, tweeted, "This is how you do public health education."

Andrea Spatarella, a nurse practitioner at Northwell Health's Center for Tobacco Control, the ad is "very clever" and may raise awareness about the harm people are causing for themselves and their pets when they smoke.