Not Worth It was the successor campaign to 2005's Consider Safety. It extends the creative concept into a new environment youth can identify with: a High Street fashion boutique. The basic premise is that after being injured on the job, you can't go to a shop and buy a new body part to replace the injured one.

This robust site featured a chromakeyed video presenter, as well as various videos set in the shop's fitting rooms that were based on true injury stories pulled from the WCB's records.

When all was said and done, this campaign received extensive regional and national media coverage, won first place for interactive in one of Canada's leading design publications' annuals — Applied Arts magazine — and was short-listed for a CyberLion at the 2007 Cannes International Advertising Festival.