Iris hits on novel idea for smoking charity Quit UK
Marketing agency iris reckons it has come up with a novel way to encourage people to stop smoking for client Quit UK.
Hundreds of readers will unwittingly stumble on a message from the charity, disguised as an ordinary chapter, when they turn the pages of their books.
The iris-designed insert (pictured) carries the message: "THE END. If you smoke, statistically your story will end 15% before it should. For help with quitting call the QUITLINE..."
The campaign will run in second-hand bookshops, Quit UK's charity shops and through a range of cafes, community centres, book vending machines and book clubs.
Iris says it is in talks to launch a Kindle-based version of the idea.
QUIT UK’s head of communications, Glyn McIntosh, said: “This new campaign is part of our ongoing work to educate smokers and their families about the dangers of the habit and to direct them to the real help, advice, support and information they need to quit."