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2003-05-16 Felder project the topic of newspaper feature article The Grand Rapids Press feature article "Reality video shows bicyclists the importance of keeping the lid on" May 13, 2003, reviewed the helmet safety video that Felder Communications Group developed and produced for Mary Free Bed Rehabilitation Hospital (MFB). MFB hired Felder to develop a program that will influence "tweens" and kids and parents of all ages, to wear a helmet all the time, every time, while biking, in-line skating, riding a scooter, snow skiing or boarding. Felder developed a strategy based on primary research conducted with the target audience that showcased the realities of what can happen if a helmet is not worn. The campaign, titled I WILL? Wear It and Live Life, is a reality approach that provides important information that the audience can use, should use, to make their own decision.
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