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A house fire occurs every 80 seconds in America. House fires are also the number one disaster the Red Cross responds to, providing victims with invaluable support and aid. Y&R Chicago created Every80Seconds.com to give people a small (but powerful) virtual taste of what it’s like to live through a real house fire. Launched through Facebook, and supported with rich media takeovers and print, the site “burns” Facebook photos to simulate a fire’s aftermath, then invites through donation or spreading the message.

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