This video from WorkSafe BC is very specific to a certain type of work. It appeals to the culture of loggers and logging, which is male-dominated, â€˜roughâ€™ and traditional hard-driving. The video acknowledges the time pressures and production pressures in modern operation, and identifies specific, work-process short cuts in this type of work. I have only worked a handful of days in logging, but from what I can tell the vocabulary (swears included!) seems representative of what one would hear and gives the impression that the film is really informed by knowledge of a logging site (not what some safety nerd thinks a logging site is). In addition, this video is long and personal, so that we identify with the workers when they are injured.