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Dumb Ways to Die is an Australian public service announcement campaign made by Metro Trains in Melbourne, Victoria, Australia to promote railway safety. The campaign video went viral through sharing and social media starting in November 2012. It appeared in newspapers, local radio and outdoor advertising throughout the Metro Trains network and on Tumblr. John Mescall, executive creative director of McCann, said: “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think Dumb Ways To Die will.”
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McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for “a fraction of the cost of one TV ad”. According to Metro Trains, the campaign contributed to a more than 30% reduction in “near-miss” accidents, from 13.29 near-misses per million kilometers in November 2011 January 2012, to 9.17 near-misses per million kilometers in November 2012 January 2013.
Dumb Ways To Die Campain
McCann, Metro’s agency, decided to go down the route of entertainment, writing some hilarious lyrics to a song about all the dumb ways to die such as poking a grizzly bear, selling both your kidneys on the internet or using your privates as piranha bait to underline the message that you need to be safe around trains because one of the dumbest ways to die is to get hit by one.
The resulting song, recorded by Tangerine Kitty, launched via iTunes, radio, YouTube and more. Within 24 hours of its launch in November 2012, the “Dumb Ways to Die” song reached the top 10 charts of iTunes. But it was the YouTube video that really sealed this campaign’s fate.
The video featured “Numpty, Hapless, Pillock, Dippy, Dummkopf, Dimwit, Stupe, Lax, Clod, Doomed, Numskull, Bungle, Mishap, Dunce, Calamity, Ninny, Botch and Doofus killing themselves in increasingly stupid ways” culminating in the last three characters (Stumble, Bonehead and Putz) being killed by trains due to unsafe behavior.
Viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Viewed 30 million times, within two weeks. As of September 2018, the video has received over 170 million views.
The campaign became an untameable beast as it became a global sensation. A dedicated Tumblr page also accompanied the campaign which pushed the PSA to go viral. It became the Internet’s most shared video in 2012. Radio advertising also played a roll in spreading the message, which was so successful radio stations started playing the song for free.
As the song gained so much attention and momentum, the PSA was further expanded to include train station/public posters and billboards, a children’s book and a website where people could ‘make the pledge’ to be safe around train stations.
Nearly all aspects of the campaign pushed people towards the website where they could push the button and make the pledge to train safety. In the first implemented to try and actively change people’s behavior, rather than stop at a public message.
The campaign also included user participation through a smartphone app.
The campaign was wildly successful. Different artists produce various covers. But more importantly, following the campaign, Metro Trains found a 21% reduction in train station incidents (Brand News, 2013). While it is hard to attribute this result directly to the campaign, it is a positive statistic that does help argue that the campaign has been effective.
“Dumb Ways to Die” named as the best campaign of the decade at this year’s Asia-Pacific Tambuli Awards. And for good reason. What started off as a lighthearted message about staying safe around Melbourne, Australia’s commuter system trains have morphed into an entertainment property with 200 million app downloads, a quarter of billion video views, and 3 billion unique game plays.
“Dumb Ways to Die” has inspired other regional safety campaigns and has certainly reached an audience larger than the small creative team at Metro Trains Melbourne ever dreamed of in 2012.
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