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Quit UK is launching an unconventional new campaign produced by iris, to remind smokers of the dangers of their habit.

The campaign by Iris launches features doctored inserts that have placed into a number of books in second-hand bookshops, Quit UK's charity shops, coffee shops, community centres, book-vending machines and book clubs.

The insert that has been placed before the final chapter in each book reads: "The end. If you smoke, statistically your story will end 15 per cent before it should. For help with quitting call the Quitline on 0800 002200." The rest of the novel continues as usual on the following pages.