Diary: Pick of the Week - Iris/Quit UK campaign

Anne Cassidy gave up smoking ten years ago, but is sure that this Quit UK campaign by Iris would help keep her on the wagon:

"The campaign features inserts in books in second-hand bookshops that tell the reader that if they smoke, their story will end earlier than it should. It's a very simple idea and is not going to reach a huge audience. But finding a message like this in such an intimate space as the book you're reading has to hit hard." The ad was created by Nick Clemens and designed by Silvia Sella.