Released in January 2010 and initially only shown in the local Sussex area, this public service announcement from the Sussex Safer Roads Partnership became an international phenomenon after it was distributed on the internet, through social networking sites and YouTube, gaining over a million views in its first two weeks. The film's incredible reach -- it is now one of the top ten YouTube videos of all time -- stems from innovative story telling and an emotional approach to the message: wear your seat belt; a message focused on family, love, and all you have in life to embrace.
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