The Risk - Ontario Government | Clapboard Ad Archive

The Risk campaign for the Ontario Government, crafted by Rethink in 2019, delivers a stark and urgent message about concussion safety in youth sports through a disciplined and emotionally resonant integrated initiative. Anchored by a cinematic 30-second spot, the campaign foregrounds the tragic story of Rowan Stringer, a young rugby player whose death from multiple concussions galvanized the introduction of Rowan’s Law, a legislative framework designed to protect amateur athletes from brain injuries. What sets The Risk apart is its strategic use of symbolic design, embodying the health hazard in a logo that fuses a stop sign with the two hemispheres of a human brain, a visual metaphor that encapsulates the need to halt risky behavior before injury occurs. This modular symbol transcends typical health warnings by offering a versatile identity that can be deployed on sports uniforms and educational materials, turning every interaction into a visual prompt for vigilance and safety. The campaign’s creative approach aligns with what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem—eschewing graphic depictions of injury in favor of an arresting analogy that communicates the gravity of concussions in a universally understandable form. By blending evocative storytelling with a practical, design-led call to action, the Ontario Government and Rethink have forged a campaign that not only educates communities, schools, and sports organizations about concussion risks but also fosters a culture of proactive brain health management. The Risk’s integrated nature ensures that its message permeates multiple touchpoints, reinforcing Rowan’s Law’s protocols and encouraging compliance in a way that resonates emotionally and intellectually. This campaign earns a score of 63/100 in Clapboard’s global creative archive. The Risk matters to the public interest category because it demonstrates how government campaigns can leverage symbolic design to create a lasting cultural impact while advancing legislative initiatives in health and safety.