Preventable BC

Research showed that 1 in 3 British Columbians have ignored a safety precaution because they were confident they wouldn’t get hurt. So, as an organization dedicated to public safety, The Community Against Preventable Injuries knew they had to deliver a warning that didn’t only grab the public’s attention, but caused them to question and change their behavior.

To do it, we launched a dark comedy campaign featuring different characters telling themselves a common lie in an unsafe situation. Then, the scene around them slowly creeps into a ridiculous but unsettling dreamworld that’s eventually revealed to exist only in their head, as they lay unconscious as a result of an injury. What follows is a sobering message that reminds us “when you lie to yourself, the truth hurts”.