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DON'T TEXT & DRIVE INITIATIVE

LEO BURNETT DUBAI, Dubai / GENERAL MOTORS / 2011

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The UAE’s roads are among the world’s deadliest, according to a June 2009 report by the World Health Organisation. With nearly 1,000 traffic fatalities in 2010, and UAE law stipulating that only hands-free mobile phone kits may be used while driving, the case against texting while driving is overwhelming.

Chevrolet, for whom safety is always a priority, wanted to warn people about this danger. In “Chevrolet: The Message”, text shorthand is spoken out loud with deadly consequences. By giving text messages a voice, Chevrolet sends the UAE one message that is loud and clear: don’t text and drive.

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