Effectiveness and unwanted repercussions[edit]
Despite being a popular campaign, baseline statistics on near misses at level crossings in the target state of Victoria show no change.[citation needed]
The campaign received some criticism on the basis that suicide is one of the most influential causes of rail trauma, and the ad reinforces deadly trains as a possible suicide method.[6] Writing in Mumbrella in February 2013, a former employee of Victoria’s Department of Infrastructure advised critical thinking when evaluating claims made regarding improvements to safety. Reference was made specifically to the claimed 20 percent reduction in risky behavior as being "social media bullshit".[7]