"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.
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: