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Group745
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Road Safety Authority - Seatbelts
09/09/2020
Advertising Agency
Dublin, Ireland
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42% of rear seat passengers killed in the last ten years were not wearing seatbelts. A lot of responsibility belongs to the driver… But research told us that young male drivers often fear ‘social death’ more than actual death. They’re afraid that if they ask someone to belt up, they’ll be laughed out of it. This work challenges that fear head on.

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