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When there are pop-ups or news reports, people from ages 18 to 24 don’t think anything important from them. They may feel it is just an advertisement or a report that isn’t directed toward them. When they receive a text message, they know it was purposely sent to their phone for their eyes, so they read the note in its entirety. Our PSA hopefully will help our directed audience to be more literate with all urgent messages because they don’t know exactly which ones are directed towards them.