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Describing the Insurance Corporation of British Columbia’s road safety campaign as bold is like calling Mt. Everest tall. While technically it’s true, it doesn’t quite do the site justice. (Disturbing and black with humor would suffice.) But if targeting youths between 18 and 21 generally requires doing something unique in order to get their attentions, consider ICBC’s mission accomplished.

The campaign, called “It’s No Fun if You’re Dead,” features an interactive web site designed to engage and educate young people on the consequences of inappropriate driving behavior, according to the ICBC. Among the features of the site is an advice column called Ask Death, video footage of zombie-like people playing tennis and chess, and interactive games such as soccer with a not-quite-living goalkeeper. All are provided to hammer home the theme of safe driving to young drivers.

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