Promoting personal safety is not an easy task. On the face of it, it should be straightforward; it's only rational to preserve oneself. But safety is also very boring. That's why it's often more effective to take a lateral approach to safety communications.
I came across a good example of a saftety promotion in the Westfield mall in Cairns recently. Instead of hectoring people to watch their step on escalators, blue "feet" were painted on each step - turning escalator safety into a game.