Earlier this year I posted the “Dumb Ways to Die” video along with additional information on the integrated campaign that was created around it. It is no surprise that the campaign won so many awards at the Cannes Lions 2013 Festival of Creativity. This video was the third most popular viral video of all time. Below is the full case study on just how successful the overall campaign was, and how what started as a local campaign for train safety in Australia, went world wide over night.
I’ve always believed that to get people to change their bad behavior, you need to prompt them with something clever rather than beating them over the head with an in your PSA.
Melbourne Metro in Australia has launched a new campaign to promote safety around metro rail lines. It involves an amazing little animation, with a very catchy little song. The video is a memorable 3 and a half minute long animated music video, that uses black humor and a repeated phrase to sell the final point of “Be careful while waiting for your train”.
This is all part of the The Dumb Ways To Die campaign which is being executed across a number of social mendia channels. While the campaign centers on the YouTube music video (which has been viewed over 16 million times globally in just one week), the campaign is fully integrated across all media channels.
The YouTube video links to the other Dumb Ways To Die campaign aspects: The Tangerine Kitty – “Dumb Ways To Die” song is available for download from iTunes or you can listen to it on Soundcloud here. Dumb Ways To Die has a Tumblr site which features related animated gifs available for download and features the headline “Don’t do any of these OK? Especially the train ones”. All of these are tied to or point back to The Dumb Ways to Die website which ties together the entire campaign
The integrated campaign centers around shareable content, and leverages platforms like Tumblr, Soundcloudand iTunes to help spread awareness about safety. These 3 platforms in turn support the YouTube campaign which banks on viral distribution to help spread the word.
This is a great campaign from Melbourne Metro with the potential to save lives across the world since the problem is universal world wide.