Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing

ENDNOTES

1. Quoted in Stephen Couchy, “No Dumb Luck: Metro Claims Safety Success,” The Age Melbourne, February 14, 2013.

2. Adam Carey and Craig Butt, “Safety Message Seems to Be Falling Off,” The Courier, September 15, 2003.

3. Deborah Gogh, “Suicide Main Cause of Rail Deaths,” The Age Victoria, November 1, 2012.

4. Please see Appendix B for more information on train surfing.

5. Karalee Evans, “Dumb Ways to Die and Social Media Bulls**t,” mUmBRELLA. retrieved November 13, 2014, http://mumbrella.com.au/dumb-ways-to-die-and-social-media-bullshit-138887.

6. Dr. Rob Long, “Dumb Ways to Discourse, a Failed Approach in Safety,” Safety.net. April 9, 2014, http://www.safetyrisk.net/dumb-ways-to-discourse-a-failed-approach-in-safety/.

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