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"Fasten your seat belts!" Past efforts to get that message across have largely failed -- only 11 percent of all drivers and passengers buckle up. Now the Reagan administration is planning a multimillion-dollar campaign to try again.

New twists will include borrowing the services of Hollywood superheroes and working closer with industry and community groups (and less with the media). The campaign also will draw on results of several new government studies on what motivates some drivers to buckle up while most ignore reminders. Highway safety officials hope to reduce traffic fatalities by as much as 15,000 a year through the campaign.

Slated for a November launch, the effort will go on regardless of what decision Transportation Secretary Drew Lewis makes on requiring installation of air bags or other passive restraints.m

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