The updated statistics show that ‘dumb ways to die’ is still not working. Of course it will not work. Since being launched in quarter 4, 2012, nothing has changed. Nothing will change.
Like the $719 million dollars the TAC (Transport Accident Commissions) has spent on behavioral campaigns about road trauma, these campaigns can’t work because they are based on flawed theory.
If continued though for many years and decades, like TAC campaigns, they can be associated with improvements that came about through design changes. Then it can be described as “a multi-faceted solution. Actually the advertising did nothing but it looks like something because it happened at the same time as improvements brought about by other means.
This is supposed to be THE GREATEST public safety campaign of all time. Yet it does not work. What about all the lesser campaigns?
* Transport Safety Victoria 2013, Quarterly incident statistics for HEAVY RAIL 2013 – 2nd Quarter.