While the province is ramping up plans to twin Highway 63 from Grasslands to Fort McMurray, some Alberta organizations are encouraging their employees not to drive the notorious stretch of road.
The Alberta Construction Safety Association (ACSA) instituted a "no drive" policy after an employee was killed in a crash several years ago.
"That highway [is] as dangerous in the summer as winter," said executive director Dan MacLennan.
"So we want to encourage people not to go and we're part of the coalition for a safer 63 and we want to walk the talk."
The ACSA is also launching a poster campaign to encourage its 46,000 member companies to drive safely or stay off the road.