Quit UK target book lovers

• Quit UK, the smoking charity, are set to target book lovers in a new campaign
• The campaign, which launched on 1st February, aims to reach those who are on the cusp of giving up their new year's resolutions
• Inserts will be strategically placed into a number of books in second-hand bookshops, Quit's charity shops and book-vending machines, among other places
• The insert, which will be placed before the beginning of the final chapter, will read: ""The end. If you smoke, statistically your story will end 15% before it should. For help with quitting call the Quitline on 0800 002200."

• Although this is an interesting and arguably innovative approach to target those trying to quit smoking, questions must be asked about the effectiveness of what is arguably a tactic that will interrupt people when they don't necessarily want to be interrupted. Will this approach just annoy them and drive them away from the cause?
• It could also be argued that there may be a lot of wastage reaching those who are already non-smokers.

Source: Campaign