Childhood obesity is a growing problem in Ontario. No pun intended. Well, try telling a teenager to get more active or eat better. Forget about it. Especially if it’s a message from the government. The creative had to be irreverent, but compelling, to persuade kids to go to our website to learn about healthier living. Notgonnakillyou.ca has become a place where kids go to download recipes and chat about their challenges. The government of Ontario will continue to invest in this campaign based on its successes.