Just read another article about a family reaching out to the community for support after a loved one was diagnosed with Cancer. This family is unable to keep up with their financial responsibilities due to this illness and their community is holding a benefit to help. While community outreach is an amazing thing I often wonder why people don't take the necessary means to protect themselves in case these serious events happen? I'm curious to know what prevents almost 1/3 of Canadians from having these conversations and protecting themselves with Insurance?