![]() It was uploaded to YouTube on 14 November 2012 and made public two days later. The video was art directed by Patrick Baron, animated by Julian Frost and produced by Cinnamon Darvall. 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. 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." 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". It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr. The campaign was devised by advertising agency McCann Melbourne. 2.1 Effectiveness and unwanted repercussions.
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