Trying to stop smoking? You could do worse than to choose a book as a distraction... unless it’s in Barnsley, that is!
For stop Smoking charity QUIT has hijacked novels at outlets around the town, to get its message across in print.
And long before you find out whodunnit, you could reach THE END – with doctored pages warning unsuspecting readers that if they smoke, it come much sooner than you think.
For QUIT has inserted pages in the books, with a message saying: “THE END. If you smoke, statistically your story will end 15 per cent before it should”.
It continues: “For help with quitting call the QUITLINE on 0800 002200”.
The remaining pages of each targeted novel then continue as normal.
The campaign, designed by creative agency Iris, is being run in books at QUIT’s charity shops, second-hand bookshops, cafes, community centres, book vending machines and book clubs.
QUIT’s Director of Communications Glyn McIntosh said: “Many smokers who made a New Year’s resolution to quit may now be starting to weaken and need motivation to keep going.
“This new campaign is part of our ongoing work to inform smokers about the dangers of the habit and to direct them to the help, advice, support and information they need to quit, including the Quitline 0800 002200.”