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This web site videocontest.changetheconversation.ca states the following, "We have all heard the phrase dont drink and drive." We saw that the webpage also said " The good news is that today, 81 of licensed drivers never drive after drinking." It also said " The bad news is that more than 30 of road deaths continue to be alcohol-related. Its time to Change the Conversation. Learn more about the impaired driving problem and Speak Your Mind to prevent deaths and injuries on our roads. Share what youre doing and what works with friends and communities across Canada to help others." The header had change the conversation as the highest ranking optimized keyword. It is followed by impaired driving, drinking and driving, and young drivers which isn't as ranked as highly as change the conversation. The next words videocontest.changetheconversation.ca used was novice drivers. blood alcohol concentration was included but might not be seen by search parsers.