Tugging on heart strings to make people buckle up

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A moving public service announcement from the Sussex Safer Roads Partnership in the U.K. has quickly become a viral phenomenon—with views in at least 89 countries and a Facebook group of 1,500 members and counting. The “Embrace Life” ad was launched on January 20, and added to YouTube on January 29, where it’s since been seen nearly 730,000 times. Check it out:

According to estimates from the National Highway Traffic Safety Administration, seat belts save more than 11,000 lives each year in the U.S. alone.

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