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JACKSONVILLE, Fla. -- A driver traveling the wrong direction on 1-10 died Saturday afternoon in a head-on collision.

According to a Florida Highway Patrol press release the accident occurred on I-10 eastbound near McDuff Avenue.

A 1994 Lincoln Town Car driven by an unidentified 73-year-old was traveling west in the eastbound lane when the it collided head-on into a 2005 Ford Ranger driven by Betty Crampton, 58, who was driving eastbound.

The driver of the Town Car was pronounced dead at the scene. Crampton is being treated for serious injuries at UF Health Jacksonville.