Dumb Ways to Die
Client: Metro Trains
Agency: McCann Australia
Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people.
The idea was pretty simple.
Trains travel in a straight line, If you get hit by one, it’s really one of the dumbest ways you can die.
We launched a song on iTunes and a music video on YouTube. Then a book, a smartphone game, interactive outdoor posters, radio advertising and tumblr GIFS. A karaoke version of the song was even played on train stations. All channels led to our website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.
