The City of Calgary, Alberta, is subject to some of the most extreme whether on Earth. In a city where the average annual snowfall amounts to 126.7 cm, ice and snow can pose a serious threat to the safety and well-being of the city’s growing population. With a population of approximately 90,000 seniors in 2006, conservative estimates indicate that this population will increase by 50 percent over the next twenty years. Most of these seniors live independently, at an enhanced risk to themselves. Falls constitute the most grievous peril faced by the senior population. In order to promote greater accessibility, the Snow Angels program was instituted in 2004 in order to get the word out to the community about the need to clear sidewalks and assist seniors. The costs of the marketing campaign were defrayed by donation.