“One Last Match” Campaign: Make this your last one.
To coincide with the introduction of the UK smoking ban, matchbooks containing only a single match were strategically placed in pubs across London.
The concept played on research suggesting that smokers are more likely to commit to quitting if they feel they have had one final cigarette.
Minimalistic matchbooks served as a symbolic and psychological nudge, offering smokers “one last match” to close their chapter.
