Smokers are increasingly immune to conventional anti-smoking approaches. The task was to reach them in a surprising way with a powerful and motivating message. Research showed that sedentary leisure activities indexed highly against long-term smokers, especially reading. Inserts were placed in the back pages of novels and electronically on Kindle. The insert looked like a page from the book and was placed in bookstores, second-hand book shops, charity shops, vending machines and Kindle-based publications.
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