In the 1970s, few motorists wore seat belts because of apathy, distrust, or ignorance of the safety benefits. In 1985 the U. S. Department of Transportation, National Highway Traffic Safety Administration (NHTSA) partnered with the Ad Council to create television and radio public service announcements that would persuade motorists to buckle up. The ad campaign, created by talent company Leo Burnett, won the distinguished Cannes Bronze Lion award in 1986. The Cannes Lions International Festival of Creativity is an annual gathering of advertising professionals, designers, and marketers. Inspired by the International Film Festival, held in Cannes, France, advertising professionals established the International Advertising Film Festival in Venice in 1954. The lion at the Piazza San Marco inspired the Lion trophy. The event then alternated between Venice and Cannes before settling in the latter in 1984.
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