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Wearing a seat belt reduces by half the risk of being seriously injured or killed in an accident. The message of the 2010-2011 campaign – “Ta ceinture attachée : ta vie continue!” – drew a parallel between the click of a seat belt and the sound of a beating heart, reminding everyone that buckling up can save lives.
Ad aired on French-language radio from July 22 to August 14, 2010 and August 22 to September 17, 2011
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