QUIT: Premature Ending

An ambient campaign that addresses smokers when they are reading. Iris, London slipped a specially designed page into physical books and Kindle - towards the end of books, readers come to a page that reads: THE END. If you smoke, statistically your story will end 15% before it should. For help with quitting, call the Quitline 0800 002200. (The books then continued as normal.)