Nova Scotia has one of the highest workplace injury rates in Canada. The challenge was to inform and educate young workers about workplace safety and the consequences of unsafe workplaces. Skeptical by nature and averse to “preaching,” this market needed to be approached in a relevant, interesting way. By tapping into our market’s desire for and obsession with fashion, we drew parallels between workplace safety and the fashion world. Various media were used to drive youth to notworthit.ca, including print, ambient and online advertising.