Clever ways to communicate: - Dumb ways to die - and other initiatives

Todd Bentley General Manager – Safety, Environment, and Risk

If  you  keep  doing  what  you're  doing,  you'll  keep  ge6ng  the  results  you've  been  ge6ng  (Einstein)  

If  you  keep  doing  what  you're  doing,  you'll  keep  ge6ng  what  you  got.  (Yogi  Berra)  

Video – Dumb Ways to Die Overview

Dumb  Ways  to  Die  -­‐  Why?  

•  Encourage  safer  behaviour  around  Metro  trains,  tracks  and  staCons  specifically  in  relaCon  to  avoidable  accidents  

•  Support  our  drivers  and  staCon  staff  who  witness  risky  behaviour  every  day  

•  Ensure  that  our  customers  know  that  Metro  cares  about  their  safety,  and  reminds  them  of  being  safe  

•  Make  a  difference  –  previous  approaches  were  not  working  

The  journey  to  Dumb  Ways  to  Die  

Draw  people  to  it  

•  Many  safety  ads  focus  fear.    We  did  not  want  to  insCll  fear  in  our  customers.  

•  We  knew  we  had  to  draw  them  to  the  message  •  It  needed  to  appeal  to  young  people  –  they  will  lead  the  

future  change  

Reaching  the  hard  to  reach  Those  at  most  risk  are  younger,  unaccompanied  14  to  25  year  olds  who  think  they’re  immortal.  While  they  can  reject  authority,  even  they  can’t  reject  a  catchy  pop  tune  and  cartoon  death.    We  weren’t  telling  them  what  not  to  do  or  barking  instrucCons    

How?  

•  Performance  was  solid  •  Trust  in  the  team  

Punctuality Target 88%

New timetable

introduced

Siemens train brake resolution

X’Trapolis train fleet expanded

New Corridor Maintenance

Strategy

Performance Improvement

Team Balanced

Maintenance Regime

Why  does  it  work?  Great  campaigns  need  to  be:  •  Original  •  Relevant  •  Entertaining  •  Surprising  –  an  unexpected  message  

This  campaign  has  these  four  and  then  some.  

Leave  a  lasCng  impression  •  The  song  is  extremely  

catchy    •  The  visuals  are  

engaging  

•  AWer  listening  to  our  message  once  or  twice,    our  audience  associate  the  behaviours  in  the  campaign  as  being  dumb  

Extended  on-­‐system  

The  big  quesCon…..has  it  worked?  

•  We  capture  a  lot  of  data  regarding  safety  

•  There  are  no  staCsCcally  significant  trends  in  the  data  

•  Many  confounding  variables  affecCng  the  analysis  –  Near  miss  reporCng  encouragement  –  Increasing  number  of  train  services  (i.e.  increased  exposure)  –  Small  data  sets  of  incidents  (other  than  near  misses)  

DWTD  –  Messages  Taken  Away  Source:  Metro  annual  brand  survey  

The  big  quesCon…..has  it  worked?  

•  Resulted  in:  –  Lots  of  compliments  –  A  few  complaints  –  An  apology  

The  big  quesCon…..has  it  worked?  •  Culture  and  behaviour  change  takes  Cme    

– Does  it  really  maCer  if  we  can’t  measure  the  safety  impact  today?        

– Will  we  ever  know?  

•  Look  at  the  bigger  picture    –  each  bit  plays  a  part  

Source: National Preventative Health Taskforce 9, 2010

Australian Road Toll – 1968 - 2008

What  Else?  

Where  to?  

•  Keep  the  conversaCon  alive  and  find  new  ways  to  engage  

•  Game  App  –  No.  2  at  concept  stage  

•  EducaConal  materials  to  support  our  Community  EducaCon  Unit  

•  Talking  to  other  railway  operators  

•  Repurposing  eg.  slips,  trips,  falls  

The other initiatives

NoCfyMe  

•  Metro  NoCfy  is  there  to  keep  customers  informed  about  the  service  to  be  expected  on  the  day  

•  It  has  allowed  people  to  alter  plans,  and  be`er  manage  expectaCons.      

•  One  result  –  fewer  complaints  because  they  were  informed  early  

StopHere  

•  An  applicaCon  to  support  the  blind  in  knowing  when  they  reach  their  designated  stop  

CodeSafe  

•  Work  instrucCons  or  safety  guidance  provided  at  the  place  of  need  

•  Key  work  processes  being  developed  into  video’s  rather  than  documents.  

Video  Safety  Messages  (Internal)  

•  Simple  videos  which  are  run  in  various  locaCons  across  Metro  on  a  loop  as  a  reminder  of  good  pracCce  

Twi`er  /  Facebook  

•  Social  media  resulted  in  customers  being  be`er  informed  than  our  staff.  

•  Resulted  in  ‘groupme’  being  rolled  out  for  our  staff  

•  We  have  a  very  acCve  group  monitoring  and  responding  to  social  media  

Summary  

•  To  communicate,  you  must  understand    –  Your  audience  and  how  to  reach  them  –  Your  goal(s)  –  Audience  percepCons  of  you  

•  SomeCmes  you  need  to  take  a  risk  to  see  change.  –  Understand  the  negaCve,  and  miCgate  those  but  don’t  sCfle  

•  New  technology  affords  new  ways  to  communicate  with  staff,  customers,  and  public.      

QuesCons?