Yesterday, a $27 million multimedia campaign to promote sport utility vehicle safety was launched with spots by Bartle Bogle Hegarty Limited in London, targeted to younger male drivers -- a demographic that is disproportionately responsible for SUV rollovers. The campaign is underwritten by a December 2002 settlement between Ford Motor Co. and 50 state attorneys general arising from lawsuits alleging that the automaker's marketing did not properly prepare drivers to operate the Ford Explorer safely.

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