Concerned at rising rates of soldiers' non-combat deaths, the U.S. Army Combat Readiness Center hired two PR firms [3], Pario and Reingold, to "sell" safety measures. The three-year, $800,000 campaign will include "brochures, web teasers, and movie trailers to play in the Army theater," as well as messages for "the Army's news and television services [4]." In its research, Pario found that "safety messages don't resonate with young people who believe they are invincible, but they are still concerned about the safety of their peers." Pario's CEO said, "Don't let your unit down - that's what resonates. It's safety, but we do it without saying safety." From fiscal year 2004 to 2005, "aviation and off-duty ground accidents in the Army have risen more than 17%."