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Belairdirect releases safety love song

Insurance company Belairdirect has begun a promotion called “Safety On My Mind.” The initiative features a music video for an R&B song of the same name, performed by comedian Big Norm and singer Osé. It uses the form of a love song to highlight the importance of safe driving. The promotion also includes social media activities on TikTok which encourage consumers to submit descriptions of their partners’ safety-related habits. In addition, a branded truck will be parked at Scotiabank Arena on Feb. 5, 17, 13 and 14 during Toronto Maple Leafs and Toronto Raptors games. The campaign was developed by Sid Lee, with media work by PHD and Rocketer.

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