Canadian men are a proud, noble bunch. They can’t be bothered with tasks that are too easy. They need a challenge. That’s why Canadian Men’s Health Foundation, armed with easy health tips for every guy, aimed to make those tips a little tougher.
Our campaign featured simple tasks like walking, stopping to breathe, and getting more sleep. Then took them up an extreme, guy-approved notch. Turns out, the key to living well might be living a little dangerously.