Thursday, 22 November 2012

Dumb Ways To Die - Metro Melbourne's viral social safety campaign

Accidental train related death is a 'dumb way to die' and this is the basis of a new safety campaign from Melbourne Metro in Australia that is generating significant attention through the social web.  The Dumb Ways To Die campaign is executed across a number of social channels and centres on an animated YouTube music video which has been viewed over 16 million times globally in just one week (!):

The Dumb Ways To Die video is nicely put together, unashamedly focuses on the message and features a catchy song by Tangerine Kitty - but the campaign doesn't end there...

Dumb Ways To Die video image
Dumb Ways to Die animated characters

The YouTube video links to the other Dumb Ways To Die campaign aspects:

1) the Tangerine Kitty - Dumb Ways To Die song is available to download from iTunes or to download / listen to on Soundcloud here:

2) the Dumb Ways To Die Tumblr ( which features related animated gifs and the headline 'don't do any of these OK? Especially the train ones':

3) The Dumb Ways to Die website ( which pulls together a number of aspects and directs to different campaign elements - 'thanks for taking the time to check out this website.  For the majority of us, this advice is unnecessary.  Most people are able to recognise that trains are big, fast and not to be messed with.  But sadly a few just don't get it.  And that's why we're running this campaign.  To stop them from that brain fade, from doing something dumb and being hit by a train...'

The campaign centres around shareable content, utilises cutting edge platforms (like Tumblr and Soundcloud) AND then harnesses the YouTube audience scale to foster distribution with YouTube then acting as a gateway to the rest of the content (also interesting to note that Reddit was a big traffic driver too.)

Good stuff with the potential to save lives across the world - the campaign was developed by Melbourne Metro, Australia, but now also has the potential to impact in other areas / other countries too.

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