The agencies, Posterscope and NBS, released the installation's technical blueprint online and are encouraging other companies and cities to build their own. It costs around $192 to make one of these billboards. Dr. Chris Jackson, a pest control expert from the University of Southampton, told the BBC that anything that can reduce the prevalence of Zika-carrying mosquitoes is a good thing. The Zika virus continues to threaten the health of pregnant women and their babies in Brazil, after all -- the CDC even confirmed that it causes severe birth defects, including microcephaly. He warns, however, that these types of installations might be more suitable for low-density locations. "[O]therwise," he said, "you're pulling in hungry mosquitoes and providing them with exposed human flesh."