McCann ad first to bring Irish, U.K. governments together

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DUBLIN -- The British and Irish governments are together mounting the first ever all-Ireland public service campaign to be broadcast on TV stations north and south of the border.

McCann-Erickson Belfast created the new road safety campaign commissioned by the the Department of the Environment for Northern Ireland and the National Road Safety Council in the Republic of Ireland.

The commercials are aimed at tackling the high levels of death and serious injury due to the failure to wear seat belts. The commercial dramatises the tragic consequences of not wearing a seat belt.

The campaign is sponsored by the Mirror Group Newspapers, which publishes both U.K. and Irish editions. The campaign was created by David Lyle and Julie Anne Bailie, whose work on campaigns for the peace process have won several major international awards.

Copyright October 1996, Crain Communications Inc.

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