The “Dual” poster plays with the visual resemblance between letters from the Cyrillic and Latin alphabets:
Ч—che [t͡ɕe]
h—aitch [eɪtʃ]
Что—Chto [ʂto]—What
hoT
(roT)
Ч is the 25th letter of the Russian alphabet. It’s transliterated as ch and represents the consonant sound [t͡ɕ].
h is the 8th letter of the English alphabet. It represents the consonant sound [h]