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.

Launched as a video on Youtube, a song on iTunes, Dumb Ways to Die the game now has over 4 billion unique plays from every country in the world.

A song was launched 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 a website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.