The problem with often-repeated safety messages is that they can lose their power over time.
Hopefully the message gets through and people subconsciously follow instructions, be it wearing a seatbelt, obeying the speed limit or installing smoke alarms.
The fire service is often at pains to stress the importance of working smoke alarms in alerting home owners to danger. We all know that these devices can be the difference between life and death.
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Surprisingly, though, we still hear about houses that don't have them.