{"id":17497,"date":"2023-09-21T09:53:12","date_gmt":"2023-09-21T08:53:12","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17497"},"modified":"2023-09-21T09:53:25","modified_gmt":"2023-09-21T08:53:25","slug":"pay-your-pension-some-attention-2","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/abi\/pay-your-pension-some-attention-2","title":{"rendered":"Pay Your Pension Some Attention"},"content":{"rendered":"<div class=\"lazyblock-video-29vlPG wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/866690021?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-vfs5k wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>The Association of British Insurers (ABI) and the Pensions and Lifetime Savings Association (PLSA)<\/b><span style=\"font-weight: 400\"> and Teamspirit, the UK\u2019s leading financial services integrated communications agency, have launched their second campaign to call on the nation to \u2018Pay Your Pension Some Attention\u2019 \u2013 this time in partnership with legendary broadcaster, children\u2019s television presenter and artist Timmy Mallett.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 2023 campaign sees Timmy Mallett take to the stage to reboot his much-loved gameshow, and inspire a generation that grew up in the 80s, 90s and 00s to take action on their pensions. This builds upon last year\u2019s extraordinary success which saw UK Grime star Big Zuu become the first ambassador to raise awareness of pensions for Brits.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This throwback to a happy and carefree time for so many children of the 80s and 90s serves a key creative purpose. The campaign aims to use that powerful emotion \u2013 nostalgia \u2013 to get the public to look to the future.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Central to the PR campaign is Timmy\u2019s revitalised game show \u2013 The Nostalgia Game \u2013 which is presented in the form of a video and includes the return of Mallett\u2019s Mallet and Pinky Punky. The show directs the public to the \u2018Pension Attention\u2019 campaign\u2019s website &#8211; pensionattention.co.uk &#8211; where they can find out how they can identify where they are on their pensions journey, and what they need to do next in order to consolidate their pensions.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">In this fully integrated campaign, advertising and PR efforts have been concerted to bring pension awareness to the fore. Timmy Mallett will both appear in an engaging consumer and trade PR campaign as well as a cutting-edge advertising campaign featuring digital out-of-home advertising at busy thoroughfares around the UK &#8211; namely the major train stations in London and Edinburgh. In an effort to generate awareness and drive action, the advertising campaign will also target key social media and online video sites including TikTok, Meta and YouTube. Key \u2018nostalgic\u2019 radio stations, including Heart 90s and Absolute 90s, have also been selected for advertisements.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Teamspirit created and led the integrated campaign with media buying from sister agency VCCP Media and additional support from production studio, Girl&amp;Bear.\u00a0<\/span><\/p>\n<p><b>Commenting on the campaign, Mark Smith spokesperson for the Pension Attention campaign said: <\/b><span style=\"font-weight: 400\">\u201cWe\u2019re very pleased to have Teamspirit back on board to deliver year two of Pension Attention. As shown last year, they have the perfect blend of knowledge and creative edge to deliver cut through on a topic that has previously only had limited success in engaging the nation.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cWe want people to really understand their pension savings, know the simple steps they can take to keep track of it and most importantly,<\/span> <span style=\"font-weight: 400\">take action. This campaign, fronted by Timmy, is certainly set to get everyone listening once again.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run from September to November.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-12p9BU wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Getting the public to think about their pensions needs a spark of creativity and \u2013 frankly \u2013 fun, and we feel we\u2019ve found that spark. Timmy\u2019s a broadcasting legend, a mainstay in so many of childhoods, and a creative phenomenon. There\u2019s no one better to be the ambassador to a campaign that looks to use nostalgia as a tool to get people thinking about their pensions. \n        <cite>James Maxwell, Executive Creative Director at Teamspirit<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17497","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"15781","hero_video":"","hero_image":{"ID":17498,"id":17498,"title":"Timmy_Mallet_Pension","filename":"Timmy_Mallet_Pension.png","filesize":602390,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","link":"https:\/\/www.vccp.com\/uk\/work\/abi\/pay-your-pension-some-attention-2\/attachment\/timmy_mallet_pension","alt":"","author":"64","description":"","caption":"","name":"timmy_mallet_pension","status":"inherit","uploaded_to":17497,"date":"2023-09-21 08:42:53","modified":"2023-09-21 08:42:53","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":925,"height":521,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-768x433.png","medium_large-width":640,"medium_large-height":361,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","1536x1536-width":925,"1536x1536-height":521,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","2048x2048-width":925,"2048x2048-height":521,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","Header-width":925,"Header-height":521,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","Wide-width":925,"Wide-height":521,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-768x521.png","Square-width":768,"Square-height":521,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-307x521.png","Tall-width":307,"Tall-height":521,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-768x521.png","Mobile-width":768,"Mobile-height":521,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","Facebook-width":925,"Facebook-height":521,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-768x521.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":521,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension-307x521.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":521}},"meta-title":"Pension industry partners with TV legend and artist Timmy Mallett to call on the nation to 'pay your pension some attention'","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/Timmy_Mallet_Pension.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15779,"post_author":"57","post_date":"2022-12-19 17:48:31","post_date_gmt":"2022-12-19 17:48:31","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"E-9wp8UUJgQ\",\"blockId\":\"Z9cXe9\",\"blockUniqueClass\":\"lazyblock-video-Z9cXe9\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eThe Association of British Insurers (ABI), the Pensions and Lifetime Savings Association (PLSA)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and Teamspirit, the UK\u2019s leading financial services integrated communications agency, have launched a new brand platform to call on the nation to \u2018Pay Your Pension Some Attention\u2019.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is an unprecedented, industry-led engagement campaign funded by a large proportion of the pensions industry and is the first chapter in a three-year behaviour change Pension Attention program. The aim is to raise awareness of pensions and improve engagement rates across the working population.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTeamspirit created and led the integrated campaign with media buying from sister agency VCCP Media and additional support from production studio, Girl\\u0026amp;Bear.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe centrepiece of the campaign is an original track with supporting film \u2018\\u003c\/span\\u003e\\u003cb\\u003ePay Attention\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e' which takes the form of a music video and reveals UK Grime star Big Zuu as the new ambassador. The film shows Big Zuu encouraging listeners to pay attention, ask questions and think about future intentions, offering a refreshing and catchy take on a topic misunderstood by many.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe innovative creative approach marks the start of the industry\u2019s Pensions Engagement Season and breaks with traditional industry norms to maximise cut through, reach new audiences and generate lasting talkability.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe attention-grabbing track \\u003c\/span\\u003e\\u003cb\\u003e\u2018Pay Attention\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2019 was written by Big Zuu and directs people to Pensionattention.co.uk, for access to free, basic information to understand how pensions work. This could be anything from where to find log-in details to how to track down forgotten pensions from previous jobs.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe video appears on YouTube as well as across social media sites Instagram, Facebook, Twitter and Tik Tok on special audio OOH sites across the country, as well as national press.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBig Zuu appeared in a consumer and trade PR campaign led by Teamspirit discussing the campaign and his own pension experience.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCommenting on the approach, Campaigns Manager for the Pension Attention season, Sarah Cordey said: \u201c\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEngaging people with their pension savings is a long-running challenge. It\u2019s a crucial part of everyone\u2019s financial resilience but easily crowded out by more immediate concerns, particularly in the current climate. We needed to deliver something eye-catching and compelling which would reach people who might otherwise avoid messaging about pensions. Big Zuu has brought brilliant creativity to that task and we\u2019re sure he\u2019ll be hard to ignore!\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMontserrat Tojeiro, Managing Director at Teamspirit added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cBig Zuu himself said there is no way grime and pensions will have been uttered in the same sentence before. We wanted to go against the grain with this audio-first campaign and deliver an authentic message that gets our audience to sit up and pay attention.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z26oe62\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z26oe62\"} \/-->","post_title":"Pay Your Pension Some Attention","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"pay-your-pension-some-attention","to_ping":"","pinged":"","post_modified":"2022-12-19 17:48:31","post_modified_gmt":"2022-12-19 17:48:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15779","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17482,"post_author":"57","post_date":"2023-09-18 14:34:15","post_date_gmt":"2023-09-18 13:34:15","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eDoritos\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and their UK agency \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e are today launching their largest ever integrated campaign for Doritos Dippers. Kicking off with an \u2018unBRIElievable\u2019 stunt to celebrate National Guacamole Day (September 16th) which is a key ingredient of any bowl of Next Level Nachos, the campaign marks the first piece of work created with VCCP including their PR and content agency \\u003c\/span\\u003e\\u003cb\\u003eGood Relations\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, global production studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP Prague\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDoritos Dippers are designed to be thicker and crunchier* - so they don\u2019t go soggy or break when carrying serious weights of cheese, guacamole and salsa. To match this fully-loaded ambition, VCCP turned the dial up to 11, creating a next level campaign for Next Level Nachos - cue smoke, dinosaurs and a towering stack of mouthwatering nachos in an OTT movie-inspired film and a huge PR stunt.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDoritos challenged Good Relations to bring the Next Level Nachos proposition to life and they responded by building the ultimate test in extreme conditions and created a giant mountain of nachos measuring 16ft wide and 14ft high at the home of Britain\u2019s favourite cheese, Cheddar Gorge. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSpecially trained stunt pilots manoeuvred a helicopter over the nacho mountain, before lifting a massive 4ft nacho covered in piping hot cheese to a lofty 49ft, setting a new world record for the world\u2019s highest ever cheese pull.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCheese pulls have become a viral trend on TikTok, with \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.tiktok.com\/discover\/Cheese-Pulls?lang=en\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003echeese pull videos receiving over 1.5 billion views to date\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. PR and content agency, Good Relations curated the cheesy moment for Doritos after new research of over 2000 Brits carried out for the campaign, revealed that over a quarter of Brits (27%) have tried a cheese pull themselves, reaching an average of 13.4 centimetres in length (much shorter than the new world record of 49ft).\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe record-breaking stunt was captured in a film which will be shared across Dorito\u2019s social platforms and PR as part of Doritos\u2019 Next Level Nachos campaign.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"dIpkz\",\"blockUniqueClass\":\"lazyblock-text-full-width-dIpkz\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"864743636\",\"blockId\":\"Z16VrOA\",\"blockUniqueClass\":\"lazyblock-video-Z16VrOA\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign features film content from VCCP London who used photographer Scott Grummett to shoot mouth watering, dynamic crops of delicious, fully loaded nachos crafted with Doritos Dippers. Inspired by epic movie trailers, they then worked with VCCP Prague and Girl\\u0026amp;Bear to develop playful CG animations to further elevate nachos to the next level featuring helicopters, velociraptors and even a dragon! Iconic VO artist, Redd Pepper, was chosen to deliver the campaign message and give the bold visuals even more energy and a cinematic tone.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eRob Pothier, Senior Marketing Manager at Doritos\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \\u0022\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is nacho everyday stunt, this is a Doritos world record to celebrate National Guacamole Day. The day may not be celebrated by everyone, but this is our cup final, our Christmas and our New Year rolled into one. The cheese pull was an epic display of Doritos taking nachos to the next level.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e This is as gouda as it gets.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eMatt Lloyd, Creative Director at VCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cNational Guacamole Day is the perfect time to launch an epic integrated campaign to celebrate Doritos\u2019 Next Level Nachos and taking inspiration from movie trailers with helicopters, velociraptors and an iconic voiceover to boost the drama and match the crunch delivered by Doritos Dippers.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eLiam Maguire, Executive Director at Good Relations\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003epart of the VCCP Group,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201cBrave stunts like this take braver clients. The team at Doritos took a punt on this bonkers idea because of their natural challenger spirit and desire to want to disrupt at every turn. 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The campaign will promote its \u2018order now for half-time\u2019 message and continue its hugely successful Domin-oh-hoo-hoo campaign, putting Domino\u2019s famous sonic branding at the heart of the creative.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo highlight Domino\u2019s speedy delivery times, the new spot, titled \u2018Physio\u2019 hijacks the last commercial break before Premier League matches. It encourages people to order now for half time. It was created in partnership with Domino\u2019s strategic creative agency, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and media agency, \\u003c\/span\\u003e\\u003cb\\u003eHavas Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHavas Media brokered the continuation of Domino's longstanding football association with Sky Media for another season. 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