Our latest press release, logos and visuals, free to use when writing about Rafa. A question, an interview? Laura will answer you directly.
Latest press release
Press release · Marseille, 7 October 2026
For years, employers handed their recruitment advertising to agencies without knowing how much of their budget actually went into ads. Rafa ends that: published prices, no margin on ad spend, every euro visible to the client.
Press kit
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Jean Toselli, CEO
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Laura Cancellieri, COO
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Antoine Carle, CTO
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Raphaël Bel, Client Success
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DownloadAbout Rafa
Rafa is French recruitment advertising software for frontline roles: manufacturing, retail, hospitality, logistics. It is published by Rafa Technologies in Marseille, co-founded by Jean Toselli (CEO) and Laura Cancellieri (COO), with Antoine Carle (CTO) and Raphaël Bel (Head of Client Success & Campaigns).
Recruitment advertising · self-service
What I do
You're not looking for people who are looking for work. You're looking for people who already have a job, and would be happier in yours.
Ads run where they spend their days.
Most blue-collar and service candidates never check job boards. I reach them town by town, for the exact job and its local labour pool.
Your ad, with your logo and your colours. You approve it before it goes live.
I write and design your ad for that job and that area. Recruiting a butcher in Limoges calls for a different message from recruiting a mechanic in Paris.
Depending on your plan, each candidate comes with answers to your questions: availability, driving licence, experience. You know who to call first.
Candidates apply without leaving their feed. You get what you need to call them straight away: their first name, their phone number, and a button to dial.
I stop just before the decision. That always stays yours.
The same position, two approaches
The last line is the only one that really matters: the interview is all that's left for you to do.
My team
I speak with one voice because it's simpler for you. Behind it are five different jobs, and each specialist does their own. It's the same team on every plan: what increases isn't the quality of their work, but how much of it you switch on.
Reads your local labour market: who responds, at what salary, to which message.
Decides where your ad should run, town by town, and how much to spend.
Buys your ads at the platforms' prices, and shows you where every euro goes.
Writes and designs your ad, and finds the right tone for the job.
Asks your questions, follows up, replies. This is the specialist you don't switch on when you do your own screening.
All five of them are me. The four humans who build me
The candidate's side
Not a vacancy sitting on a job board they never visit. An ad appearing between two videos on a Tuesday evening, for a job twenty minutes from home.
They apply in two fields without leaving their feed: first name and phone number. Depending on your plan, they visit your branded page and answer your questions before you call them.
You approve the ad before it goes live.
lesbonstuyaux44 On Tuesday evenings, he decides what's on.
RafaSponsored
Rafa Café des Halles is hiring a waiter in Nantes. Permanent contract, two consecutive days off.
No CV, no account to create. Tap the ad.
Café · Neighbourhood brasserie
A neighbourhood brasserie near Les Halles, a team of six, and service that ends at 11 pm.
The position
Lunch and dinner service: around sixty covers, a short menu that changes every week, and regulars we know by their first names.
In thirty seconds
What comes with it
The rota is shared three weeks ahead, and it doesn't change.
Plus tips, shared equally between the dining room and kitchen teams.
And on 25 December. We also close for two weeks in August.
The process
2 minutes
Online, on your phone. No CV required.
Within 48 hours
A quick call to arrange a time for you to come in.
One shift
A paid lunch shift with the team. You get to know the place, we see you at work.
Final step
You don't need a perfect CV. If you can run a section and don't mind split shifts, it's worth applying.
Demo: no application is sent.
✓A reply within 48 hours. Every application is read.
Have you worked as a waiter before?
Privacy policy
From €95, they come through your shop window, in your colours. At €0, they apply straight from the feed.
The results
These campaigns were run by the Ads & HR Lab team (ten years of media buying, €2.5 million in advertising budgets managed per year), whose engine is now mine.
95%of positions filled
Recruitment communications managed across three sites in parallel, throughout the year.
“We stopped looking. The candidates came to us.” Nicolas Boutin · HR Director, DS Smith France
4×more applications
A full team built in twelve weeks: crew members, managers and cooks.
“The volume was there from the very first week.” Serge Geneix · Burger King France
€30per application
28 applications in four weeks, for blue-collar and service candidates who are hardly ever on job boards.
“I used to spend Mondays sorting CVs. Now I spend them preparing for interviews.”HR Manager · local authority, Maine-et-Loire
Campaigns run between 2023 and 2025, before the self-service launch. Today I advertise on Facebook and Instagram, and depending on the plan on Google, YouTube, TikTok, LinkedIn and ChatGPT. These figures are past results on budgets specific to each case, not a promise: your estimate starts from your job and your local area.
What you pay
You set it up once (logo, colours, tone) and all your campaigns inherit it. One budget, one dashboard, your whole team working in it.
One main wallet, split between clients at launch. Each client keeps their own brand, campaigns and reporting, without ever seeing anyone else's account.
The jobs I know
A forklift operator? I already know its talent pool, its salaries and how hard it is to hire.
Every job here is open to everyone. No perfect match? Your ad still goes out. I just don't have the data to estimate it yet. Prepare my campaign
Need a hand?
Thirty minutes on video. A team member takes one of your roles and shows you Rafa, step by step.
Enterprise Your volume goes beyond the pricing grid?
More than twelve roles, several entities on one account. The engine stays the same, the setup changes: unlimited roles, permissions by brand, team or region, SLA and GDPR contract, bank transfer and purchase order.
Pricing differs depending on whether you recruit for your own company or for clients: the details, amounts and terms for each are on the relevant pricing page. In both cases, you set your own ad budget, starting at €5 per day, and pay when you launch your campaign. Your unspent balance does not expire and remains available for future campaigns; it is non-refundable. A campaign is one job you're hiring for in one town, however many people you hire for it. Prices exclude VAT.
That's why your ad isn't finding anyone, not because it's a bad ad. It's sitting somewhere the people you want never go.
My subscription starts at €0. You only pay for your ads, from €5 per day, paid to Facebook and Instagram with no markup.
The problem
For blue-collar and service jobs, no one is looking for you. It's not a writing problem, it's a placement problem.
A forklift operator, a butcher or a healthcare assistant who already has a job doesn't wake up to browse vacancies. They change jobs when something better catches their eye.
You pay for a placement, not an audience. If the right people never visit the page, view counts change nothing.
Hours of calls to discover they don't have a driving licence, can't work the hours, or live too far away. That's the real cost of recruitment, not the ad.
Why it works
Most blue-collar and service candidates aren't actively looking. But they're open to a move. You just need to reach them where they are.
A job board only shows you the five in blue: those already looking, whom everyone calls at the same time. The other twenty are employed. They aren't browsing anything. They would move for the right offer. You just need to put it in front of them.
5see your ad on a job board. The ones already looking, the ones everyone calls at the same time.
What I do instead
Your ad appears between two videos on a Tuesday evening, for a job twenty minutes from home. They didn't search for anything: you came to them.
10 years
of media buying at Ads & HR Lab, before the engine became mine
€2.5 million
in advertising budgets managed per year
€5
the daily minimum to run an ad
€0
subscription while you do your own screening
Why the first plan costs zero
Everyone promises candidates. You have no way to check before you pay, and that's exactly the problem. So the first plan earns me nothing.
You'll have found out for the price of a coffee a day, and you owe me nothing.
You'll know exactly what you're buying with the next plan: the sorting, not the candidates.
The detail
With each plan, less sorting for you, and more jobs at the same time.
The basics, nothing more. I write and run your ad, you do the sorting.
Enterprise, on quote For networks, a head office and regions, or more than twelve campaigns at once.
Book a meetingA position means a type of job you're hiring for, not a person. Six drivers hired for the same job count as one position.
Plan by plan, in detailYour concerns
There isn't one, and the model is simple: on the €0 plan, you do the work I'd otherwise charge for. You receive up to 20 applications a month and you call everyone to screen them. From €95, I ask your questions before you pick up the phone, and you only call the right ones. That's what you pay for, not access.
Up to 20 a month, and they arrive motivated: the built-in form asks for two fields, so many get through. To receive more, screened, that's “I screen”. What mostly changes is what you know about them before you dial.
It's the floor I set so your ad actually runs, not a teaser price. Facebook and Instagram count as one channel, so there's only one minimum. The results depend on the job and local area: the simulator tells you before you commit to anything, in two fields and without an account.
No. I ask your questions, analyse the answers and rank the applications: the most promising at the top. I don't judge anyone and I don't run interviews: it's pre-qualification. The interview and the decision stay yours, always.
It waits for you. The balance doesn't expire and can fund your next campaign. It isn't refunded, though: it stays in your account, it doesn't go back to your card.
The first applications generally arrive in the days after launch, but I won't give you a single timeframe: it depends on the job, hiring pressure in your area and your budget. The simulator works with ranges, never a single figure: a neat promise would sell better and be less honest.
The €0 “Open door” plan has no time limit. You only fund your ad budget, from €5 per day, paid in full to Facebook and Instagram when you launch your campaign. No card is required to sign up. Your unspent balance does not expire and remains available for future campaigns; it is non-refundable. A campaign is one job you're hiring for in one town, however many people you hire for it. Prices exclude VAT.
Pricing · Companies
You pay for your ads directly to Facebook, Instagram and the other platforms, from €5 a day: I take nothing on top. Start for free: up to 20 applications a month for one position.
Billed once a year. Cancel at renewal.
Open door
Up to 20 applications a month.
I write and design your ad, and I run it on Facebook and Instagram, around your site.
You don't pay me. You pay for your ads.
Launch my ad for freeI screen
Complete applications, no limit1 campaign included (one position, one town) · €59 per extra campaign, for 30 days
I create a page for your position, I ask each candidate 3 questions and I sort: the most promising at the top. Between two hires, I make your site known.
You call the right ones.
Choose I screenI prequalify
3 campaigns included · €59 per extra campaign, for 30 days
Several sites in the same company? This is the one, up to 12 campaigns. I hold the first conversation with each candidate.
You run the interview.
Choose I prequalifyEnterprise
PremiumFor networks: a head office and regions, franchises, or more than 12 campaigns at once.
One month to get started together, then you run it yourselves: head office launches, the regions handle their applications, and I run the ads.
Book a meetingThe detail
| What I do | I screen€79 per monthChoose | I prequalify€199 per monthChoose | EnterpriseOn quoteBook a meeting |
|---|---|---|---|
| The ad | |||
| I write and design your ad | |||
| A page for your position | one per area and per position | ||
| Where I advertise | Facebook, Instagram | + Google, YouTube, TikTok, LinkedIn, ChatGPT | + Google, YouTube, TikTok, LinkedIn, ChatGPT |
| Campaigns at the same timeone campaign = one position in one town | 1 included | 3 included, up to 12 | no limit |
| Extra campaign | €59 for 30 days | €59 for 30 days | — |
| I make your site known between two hires | |||
| Screening | |||
| Questions asked to each candidate | 3 | every question for the job | every question for the job |
| The most promising at the top, with a score and a summary | |||
| I hold the first conversation with each candidate, before your interview | — | ||
| Getting in touch | |||
| A text, an email or an interview invitation, in one click | — | ||
| Your recruiting software connected | — | ||
| Management | |||
| I adjust your ads | every week | every day | every day |
| The monthly report | — | ||
| A dashboard by region, site and position | — | — | |
| The account | |||
| People on the account | no limit | no limit | one login for head office, one per region |
| Support | by email | priority, by email and chat | the first month together, then priority |
How it's made up
Two parts. The first is enough to recruit. The second means you don't have to ask the questions yourself.
01 · Your ads
from €5 per day
02 · My subscription
€0, then €95 or €235 per month (€79 or €199 billed yearly)
On the €0 plan, the second part costs nothing.
No asterisk
An “included” ad budget means you don't know two things: how much is actually spent, and the markup taken along the way.
With me, you set your budget, see it line by line, and stop it whenever you want. It's your money and your decision: I advise and execute.
How do I create my account?
Click “Start” at the top of the page, tell me who you are recruiting for, then give me your company name, your first name, your last name and your e-mail. I send you a four-digit code: type it in and your account is ready. No card, no subscription.
When do I start paying?
With Open door, the free plan, you only pay at launch: your ad budget, which goes to Facebook and Instagram with no markup from me. With a paid plan, the subscription is paid when you choose it.
What if I don't spend my whole budget?
It waits for you. The balance doesn't expire: you'll find it at your next campaign. You load €70, find your metal fabricator on day four, and the remaining €50 is still there the following month. It isn't refunded, though: it stays in your account for campaigns, it doesn't go back to your card.
What if I want to stop?
On the free plan, there's nothing to cancel: your account stays, and your campaign stops when you mark the position as filled. With monthly billing, you can stop whenever you want, without notice, and keep access until the end of the month you've already paid for. With annual billing, the commitment runs until its end date.
Do I pay per person hired, or per user?
Neither. You pay per campaign, meaning one job you're hiring for in one town: whether you hire one person or six, it's the same campaign. And your whole team gets the dashboard at no extra cost.
The free plan has no time limit. Your advertising budget starts at €5 per day and is paid when you launch. Unspent funds remain available and are not refundable. I screen costs €95 per month or €948 per year (€79 per month). I prequalify costs €235 per month or €2,388 per year (€199 per month), with three campaigns included and €59 per 30-day slot for each additional campaign. Annual plans run to their renewal date. Prices exclude tax.
The assignment isn't what loses you money. Sourcing is.
My licence starts at €0. Every euro of media spend goes to the platforms, you pass that cost on unchanged, and your fees appear on a separate line.
The problem
The positions that fill themselves don't come to you. Yours face shortages, involve unusual hours, and are outside major cities: exactly the positions job sites no longer serve.
Three assignments this month, none the next. A subscription running at full price during quiet spells, or no tools when work returns: both cost you.
Two clients don't share their brand, talent pool or budget. Mixing everything exposes you to risk; duplicating everything costs the time you sell.
The unit is the client you manage
What structures your work isn't the volume of campaigns, but how many brands you run without ever mixing them up. Switch clients, and the brand, page and budget follow.
3 → 10+
separate clients in parallel, depending on your tier
20 → 17 %
management fee, decreasing at each tier
100%
of the media budget goes to the platforms, ready to recharge to the cent
€0
licence while you do your own screening
The detail
The basics, for one separate client. Nothing to add to get started.
A question your clients will ask
The in-feed form
two fields, without leaving the feed
The landing page
in your client's brand
Your concerns
Your work. Rafa is a tool cost for you (a licence plus a fee on the budget you manage) and the media budget itself is an advance you can recharge to the cent. What you sell is sourcing, judgement and follow-up, not ad delivery.
Because your workload has gaps. A high licence fee would cost you during quiet months: that's why it starts at €0. A month without an assignment costs you nothing. The fee follows your volume and decreases at each tier (20%, then 17%) and is never deducted from media: when a client spends €1,000, €1,000 goes into advertising, and your fee is billed separately.
Campaigns and pages carry your client's brand, and the monthly report, which you can pass on to them, is signed by Rafa.
Because you'd spend your time logging in and out, with as many invoices, wallets and passwords. Here, one account holds all your brands, one main wallet is split between clients at launch, and billing is already broken down by client.
There's nothing to avoid: spaces are separate by design. The brand, talent pool, budget and page belong to one client and never cross over. A campaign keeps its slot until you archive it, whether it's live, paused or a draft.
Three with Solo, ten included with Cabinet, then €45 per month for each additional client. Campaigns and areas are unlimited on both plans.
You charge for your work. Every euro of the media budget goes to the platforms on your client's behalf, and you recharge it unchanged. The management fee is calculated on your clients' ad spend and billed separately: it is never deducted from the media budget or your licence. A campaign means one job in one local area for one of your clients; it keeps its slot until you archive it. Prices exclude VAT.
Pricing · External recruiters
Each client has their own space, their applications and a page in their colours. Start for free with one client: up to 20 applications a month.
Billed once a year. Cancel at renewal.
Open door
No commissionUp to 20 applications a month.
A space for your client. I write and design their ad, and I run it on Facebook and Instagram, where they recruit.
No commission on the ad spend.
Launch an ad for freeSolo
+ 20% of the ad spend I manage for your clients
For each client, their own space and a page in their colours. I ask each candidate 3 questions and I sort: the most promising at the top.
You place the right ones.
Choose SoloFirm
+ 17% of the ad spend I manage for your clients
10 clients included · €45 per month per extra client
5 people from your team on the same account, one invoice per client, and one-click contact from each application.
Choose FirmThe detail
| What I do | Solo€99 per month + 20% of ad spendChoose | Firm€349 per month + 17% of ad spendChoose |
|---|---|---|
| Your clients | ||
| Clients included | 3 | 10, then €45 per month per client |
| A space per client, separate from the others | ||
| A page in each client's colours | ||
| Campaigns | no limit | no limit |
| Screening | ||
| 3 questions asked to each candidate | ||
| The most promising at the top | ||
| Getting in touch | ||
| A text, an email or an interview invitation, in one click | — | |
| Your clients' recruiting software connected | — | |
| Your firm | ||
| People on your team | 1 | 5 |
| Each client's monthly report, ready to send | — | |
| An invoice broken down by client, ready to re-bill | — | |
| Commission on the ad spend I manage | 20% | 17% |
How it's made up
Three lines broken down by client, one by one. That's what makes your invoice defensible.
01 · Your clients' budget
the amount each client sets
02 · What you pay me
€125 to €445 per month, plus 20% to 17%
No asterisk
An “included” media budget would force you to justify a markup you never took to your client.
Here, every euro of media spend goes to the platforms, you recharge it unchanged, and your fees appear on a separate line. It's your client's money and your decision: I advise and execute.
How do I create my account?
Click “Start” at the top of the page, tell me who you are recruiting for, then give me your company name, your first name, your last name and your e-mail. I send you a four-digit code: type it in and your account is ready. No card, no subscription.
Do I pay per client?
Solo includes three clients. Cabinet includes ten clients, then each additional client costs €45 per month. Campaigns and areas are unlimited on both plans. The media management fee is billed separately.
Why a fee on media spend as well as the licence?
Because your workload has gaps. A high licence fee would cost you during quiet months: that's why
What if a client doesn't spend their whole budget?
The balance doesn't expire and remains available for their next campaigns. It isn't refunded, though: it stays in the account, it doesn't go back to the card.
What if I want to stop?
With monthly billing, you can stop whenever you want, without notice, and keep access until the end of the month you've already paid for. With annual billing, the commitment runs until its end date. The media budget isn't a subscription: you can pause it whenever you want.
The “Open door” tier costs €0 with no time limit, and carries no management fee. The “Solo” and “Cabinet” licences cost €125 and €445 per month with monthly billing, or €99 and €349 per month with annual billing, charged as €1,188 and €4,188 in a single payment. Cabinet includes ten clients; each additional client costs €45 per month. You can cancel at any time in your settings; with annual billing, the commitment runs until its end date and the remaining months are not refunded. The management fee (20% on Solo, 17% on Cabinet) is calculated on your clients' media spend and billed separately: it is never deducted from the media budget or the licence, and does not vary with billing frequency. The media budget is paid when each campaign launches and goes in full to Facebook and Instagram. The unspent balance does not expire and is non-refundable. A campaign means one job in one local area for one of your clients; it keeps its slot until you archive it. Prices exclude VAT.
The journey in three pictures. No sales call, and nothing to pay before launch.
In three pictures
A link, a document or a sentence: I read your job and make the ad and its landing page.
Written and designed for this job and this area. You approve them before they go out.
In your dashboard, with the button to call.
What I don't do
It's a design boundary, not a missing step.
I ask your questions, follow up twice at most with pre-written messages, and only on a criterion left unanswered. It's pre-qualification, not an interview: the interview is yours.
I analyse the answers to your questions and rank the applications: the most promising at the top, with a score and a summary. The ranking is about their answers, never about the people.
Who you call back, who you meet, who you hire: that stays with you. The interview is where you judge, and it's the one part I leave entirely to you.
Rafa or the others
What you pay, and what you get for it. You be the judge.
Per campaign
*Taken from our clients' previous providers, from their invoices and the offers they received.
In the feed
Every ad keeps the hiring company's colours. What never changes is the approach: the job in large type, the town, the contract, and two fields to reply, without leaving the feed.
Seven examples from jobs already open. Yours will be written and designed the same way.
Your ad, its page and your applications: it all gets ready as soon as you create your account.
No card. You only pay when you launch.An open day, an opening, or simply your business: your ad reaches the people who live around you.
From “I screen” for businesses, from “Solo” for recruiters.
In three pictures
I write it and design it in your colours, for an event or for your business.
15, 30 or 45 minutes: you choose how far people see you.
From €5 per day. The campaign is included in your plan.
The full journey, a preview of your ad and what your budget can do: it's all ready as soon as you create your account.
Tell me which course, where and when. The sign-ups arrive in your dashboard.
From “I screen” for businesses, from “Solo” for recruiters.
In three pictures
Written and designed in your colours, shown around the training venue.
In your colours: name, phone and email, in a few seconds.
They arrive in your dashboard. You tick each one once you've called them back.
The full journey, a preview of your ad and your sign-up page: it's all ready as soon as you create your account.
Candidates who tap your ad land on a page with your branding and your questions. Fewer applications, better filtered.
Included from “I screen”. Not yet available on its own.
In three pictures
One tap in the feed, and candidates discover the job under your brand.
Licence, hours, distance: you know before you pick up the phone.
With their CV. And people who hesitate can still be contacted.
Today the landing page comes with a hiring campaign. We're thinking about offering it on its own later. Create your account to prepare yours.
Campaigns run by the Ads & HR Lab team between 2023 and 2025, before the self-service launch. The engine is the same; budgets and local areas are specific to each case.
Six campaigns
Every campaign with its context and figures. Nothing rounded up.
The challenge. 1 workshop team leader, 1 accountant and 3 experienced HGV technicians, in a tight labour market.
What I did. Meta + Google + LinkedIn, targeting active and passive candidates, with 30-day retargeting.
The challenge. Systems and C/C++ embedded software engineers, across four highly competitive local labour markets.
What I did. Google Search led the mix: 14.75% conversion and €47 per candidate. With Meta and LinkedIn alongside it, the overall cost came to €125.
The challenge. Fill a recruitment event in six weeks, reaching a broad active and passive audience.
What I did. Facebook + Instagram across the Strasbourg area, with online pre-qualification before CV submission.
“I think you really saved our recruitment event. Without the campaign you ran, we wouldn't have had those results.”CCI Alsace Eurométropole
The challenge. Drinking water network operators: blue-collar, passive profiles, barely represented on job boards.
What I did. Hyperlocal targeting, town by town and postcode by postcode. Meta as the main channel, with TikTok reaching younger workers alongside it.
The challenge. Operators and forklift drivers across 30 sites, in tight labour markets and with very short deadlines.
What I did. One campaign per site. Profile scoring, SMS in under a minute, follow-ups on days 2 and 5, and automatic follow-up with no-shows.
“Before, I spent Monday mornings sorting CVs and chasing candidates who had stopped replying. Now I spend Mondays preparing for interviews.”Nicolas Boutin · HR Director, DS Smith France
The challenge. Build an entire team for a new restaurant (crew members, managers and cooks) with an application volume impossible to manage by hand.
What I did. Dozens of A/B-tested visuals, delivered with geographic targeting. Instant confirmation texts, continuous optimisation over twelve weeks.
“We were able to build a team quickly, with motivated people suited to our working environment.”Serge Geneix · Burger King France franchisee
What they have in common
In all six cases, the candidates weren't looking. They came across an offer for a job they already do, in an area where they already live, and replied in two fields. That's the only thing I do.
Large companies have been using recruitment advertising for years, with agencies and budgets. Everyone else posts a vacancy and waits. That's the gap I close.
My boundary
I don't judge anyone and I don't rule anyone out. I analyse the answers to the questions you gave me and rank the applications, the most promising at the top, so you know who to call back first. Who you call back, and why, stays your decision: a machine deciding in your place would expose you as much as it would relieve you.
The team
Rafa recruits your blue-collar and service staff. He's already found his own. Here are the four people behind him, what each is responsible for, and what no CV would have told you.
Marseille
Jean
Marseille
Antoine
Marseille
Laura
Paris
Raphaël
Nobody here sells a tool they haven't used. Rafa didn't start with a product idea: he grew from campaigns run for real companies, in real local labour markets, and everything we saw break along the way.
Want to talk about it?
Not a sales presentation: an estimate for your positions and local areas, with the figures behind it.
Local labour market figures, experiments that failed, and what public data really says about hiring pressure in a job.
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