My guest this week, Dean Mendes, is the Senior Digital Marketing Manager at Metro Trains Australia and one of the creators of the internationally famous Dumb Ways To Die brand. Faced with too many young people taking unnecessary risks like trainsurfing, Dean, his team, and their partners came up with this viral safety video, which has now gotten more than 250 million YouTube views, was once the #2 song on iTunes, and inspired games with more than 250 million downloads and merchandise that’s  shipped all over the world! Hear Dean tell the incredible back story of what’s now the most highly awarded ad campaign in history! Relying on research and setting out only to keep others safe, Dean and his team changed the world, and still use all of the proceeds from the Dumb Ways To Die brand to to educate the public on how to stay out of harm’s way! To connect with the brand and see all their new content and merch as soon as it’s released, visit www.dumbwaystodie.com !