Huh. I've never seen this ad, but it's definitely for a workman's compensation board - they're each run provincially. I can't tell which province it's for. It's highly similar to the ones aired here in Manitoba. The ones here all include actors I know pretending to be people getting hurt at work. One guy I know plays a guy in a shop who cuts his thumb off with a saw (the saw going into his thumb is shown, followed by him screaming) another of a guy I know is a guy getting crushed by boxes that get knocked over by a forklift (more screaming). Another is a three part sequel to the box -rushing about a guy on his first day, hired after the last guy (aka my buddy under the boxes) got killed on the job. The slogan is "Safe work is everyone's responsibility - work shouldn't hurt." The ads are all pushing the idea that workplace injuries are preventable. All the workman's comp ads are hella in your face - shock value-ish, and they're all pretty hardcore about pointing out how the employer and employee are at fault. The latest ones locally are using 4-5 year old kids in dangerous adult jobs to (I guess) inform the viewer that untrained workers are like little kids - the slogan is "safe workers aren't born - they're trained."
I take it you don't have who ever pays out your workman's compensation airing PSA's like this in the US then?
Have you folks seen
Canadian cigarette packs? They have photos of actual rotting lungs, diseased hearts, and everyone's favorite - the rotting mouth, etc. on them, taking up 50% of the packs.