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"Dumb Ways to Die": Advertising Train Safety

"We didn't preach, we didn't threaten, we didn't lecture...

We wanted to engage a young audience who are wired to resist warnings from authorities." - John Mescall

The Campaign Grew

  • 3.8 Facebook video shares
  • Song - Top 10 on iTunes
  • Mobile app game
  • Cannes Lions festival awards

Case Study

Lessons Learned

The Campaign - "Dumb Ways to Die"

Was it successful?

McCann Advertising

  • itemized 18 dumb ways to die followed by 3 train safety related messages
  • egg-shaped pastel characters
  • "dark humor, delivered with joy"
  • Doesn't necessarily have to be a product to be marketed
  • Thinking outside the box
  • Fear doesn't equal successful campaign
  • Wanted to develop a new style of public service campaigns
  • limited to $200,000
  • "something invisible visible"
  • John Mescall and Julian Frost

video released November 14, 2013

  • Led to 30% reductions in serious train accidents
  • Reached over 17 countries
  • Still effective today
  • Dumb Ways to Die 2
  • People are making parodies of the song and video
  • Metro Trains Melbourne concern with passenger safety
  • Various incidents through the years
  • 3 main concerns:
  • standing on edge of platform
  • impatient drivers at boom gates
  • sprinting over the tracks

The Problem

  • Traditional PSA's about train accidents/deaths weren't working effectively
  • People ignored the loud speaker announcements
  • Were trying to reach a young audience, but weren't sure how
  • Traditional PSAs weren't relatable
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