Quitline - Premature Ending

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Quitline, UK wanted to target smokers who were at risk of lapsing on their New Year’s resolutions. To catch them by surprise and and remind them why they had given up (or why they should) the above insert was placed into novels and on Kindle.  Calls to the Quitline increased steadily over the weeks following the campaign. By the end of February calls were up 235%. The media value from PR was estimated at £2million.