Metro Trains Dumb Ways to Die
The goal of public service announcements is to change people’s behavior, or inspire action, usually through a shocking or impactful message. While there have been some memorable awareness campaigns over the years, few are as funny — or as popular — as Metro Trains Melbourne’s “Dumb Ways to Die.” The video ad features a catchy song and cute animated characters being killed in a variety of absurd ways. The message is simple: Be safe around trains. The campaign was a massive hit , becoming the most awarded campaign in the history of Cannes and racking up more than 164 million views on YouTube to date. Popular spin-off content like a mobile game, toys, and a children’s book soon followed, extending the reach of the campaign. Best of all, it seems to have been successful in its main goal of improving safety around trains — Metro credited the campaign with reducing the number of “near-miss” accidents by more than 30%.
QUICK FACTS
- Release Date
- Nov 14, 2012
Storyline
The goal of public service announcements is to change people’s behavior, or inspire action, usually through a shocking or impactful message. While there have been some memorable awareness campaigns over the years, few are as funny — or as popular — as Metro Trains Melbourne’s “Dumb Ways to Die.”
The video ad features a catchy song and cute animated characters being killed in a variety of absurd ways. The message is simple: Be safe around trains. The campaign was a massive hit, becoming the most awarded campaign in the history of Cannes and racking up more than 164 million views on YouTube to date. Popular spin-off content like a mobile game, toys, and a children’s book soon followed, extending the reach of the campaign.
Best of all, it seems to have been successful in its main goal of improving safety around trains — Metro credited the campaign with reducing the number of “near-miss” accidents by more than 30%.
Other Details
- Release Date
- November 14, 2012
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