Dumb Ways to Die

is a public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia to promote rail safety. The campaign went viral through sharing and social media starting in November 2012.

Campaign

The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers, local radio, 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 Diewill." 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.

Game

In May 2013, Metro released a "Dumb Ways to Die" game as an app for iPhone, iPod touch and iPad devices. The game invites players to avoid the dangerous activities engaged in by the various characters featured throughout the campaign. Within the app, players can also pledge to "not do dumb stuff around trains".

An Android version was released last September 2013.

Awards

The campaign won seven Webby Awards in 2013 including the Best Animation Film & Video and Best Public Service & Activism (Social Content & Marketing).

It won three Siren Awards, run by Commercial Radio Australia, including the Gold Siren for best advertisement of the year and Silver Sirens for the best song and best campaign.

The public service announcement was awarded the Grand Trophy in the 2013 New York Festivals International Advertising Awards.

In June 2013, the campaign won the Integrated Grand Prix at the Cannes International Festival of Creativity.

Note:
" THIS IS FOR EDUCATIONAL PURPOSE ONLY!!! "

reference: wikipedia.org