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When Super Bowl XLIX became the most watched programme in American history on Sunday, 1 February 2015, over 110 million people also viewed a commercial from Nationwide Insurance for their website and app, ‘Make Safe Happen’. Nationwide Insurance partnered with the Center for Injury Research and Policy at Nationwide Children's Hospital and Safe Kids Worldwide to develop the tips and tools for caregivers for the ‘Make Safe Happen’ website and app.1 With preventable injuries being the leading cause of death in children, Nationwide Insurance aired the commercial and sought to start a conversation and build awareness around child safety and wellbeing.2 The content of the Nationwide Insurance commercial and messaging to the public on the topic of childhood injury prevention was edgy, thought-provoking, controversial and even disturbing to some.
Outside the discussion about the commercial's content or messaging, the ‘Make Safe Happen’ app and website brought to the forefront an important issue in injury research, namely that of academic/research and industry …
Contributors CCM and FR contributed equally to the conceptualisation of the manuscript and critical revisions. CCM wrote the initial draft.
Competing interests None declared.
Provenance and peer review Not commissioned; internally peer reviewed.
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