About risk. About consequences. About the choices you make every day at home, at work, at play and on the road.

We want to speak to that little part of you—that little voice inside your head—that knows that sometimes, bad things do happen.

By dramatizing that moment of risk—that exact instant when we're faced with a decision that could have a catastrophic effect on our lives—we hope to grab attention and get Canadians thinking about the things they take for granted every day.


British Columbia Alberta

Using a ladder improperly and reaching just a little too far can cause serious injuries. This is especially true around the holidays, when it comes time to put up the Christmas lights. In fact, 44 Canadians are killed every year…

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