The campaign was devised by adverti

The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr.[3] John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think Dumb Ways To Die will."[3] McCann estimated that within two weeks it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad".[4] According to Metro Trains, the campaign contributed to a more than 30% reduction in "near-miss" accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013.[5]

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The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers local radio advertising outdoor,,, Throughout the Metro Trains network and on Tumblr. [] John, 3 Mescall Executive Creative Director, of McCann said The aim. " Of this campaign is to engage an audience that really doesn 't want to hear any kind of safety message and we, think Dumb Ways To Die will"[] McCann 3 estimated that within two weeks it had generated at least $50 million worth of global media value in addition To more than 700, media stories for "a fraction of the cost of one TV ad." [] According 4 to, Metro Trains the campaign contributed To a more than 30% reduction in "near-miss" accidents from 13.29, near-misses per million kilometres in November 2011 - January, 2012 to 917 near-misses per million kilometres in November 2012 - January 2013 5. []