Dumb ways to die, and other motivational campaigns, are based on a belief that accidents are caused by faulty personal behavior and characteristics; naughty people. This leads to advertising in order to convince people to self-correct their naughty behavior.
However accidents are actually due to random mistakes of normal people behaving normally in whatever system you have. Change the system, change the results.
You see proof of this in a scenario like “Magical Safety Town” where the same group of people, with the same motivation, the same “attitude” suffered a horrendous accident rate on one side of town and none at all on the other.