Polidori Katrina Photos Used in Anti-Smoking Campaign?

Perhaps someone can explain this one to me, because it makes absolutely no sense to me, and not just because I can't speak Portuguese. Sao Paolo-based ad agency Neogama/BBH just won a Cannes Gold Lion for an anti-smoking campaign using the post-Katrina photography of Robert Polidori to represent the internal damage smoking can cause.

Is it just me or does this seem like a highly inappropriate use of such photography? Heck, I felt a little uncomfortable viewing these works in a museum setting, like I was some sort of death voyeur, but seeing them used as an ad, even for a "good cause", strikes me as wrong.