a cornerstone of the campaign is a series of tv ads that depict workers suffering terrible - even fatal - accidents on the job. the spots are graphically violent to the point of being almost bizarre. they're also incredibly memorable, which hopefully means that they'll be effective in keeping candians from getting devastatingly and disgustingly hurt while working. i guess you could call it a "scared safe" approach.
from what i can gather, two of the spots were created last year and there are two new ones that made their debut recently. take a look at the most mind-scarring of the bunch below. um, WOW!
more of these can be found by clicking the "related videos" link on this . (if someone finds a better way to link to the whole batch, please suggest it in the comments below).
(thanks, big grig.)