Melbourne Metro's approach to rail safety becomes an online hit
27th June 2013
Dumb Ways to Die, a rail safety public service announcement cartoon from Melbourne’s Metro Trains, has won a record five Grand Prix Awards at the Cannes Lions festival.
The video features animated characters singing a song warning of the dangers of doing really dumb, dangerous things in everyday life including being unsafe around trains. It has become a viral hit on Youtube, with more than 50 million views and has already spurned hundreds of covers and parody videos online.
The cartoon’s target audience is children and young adults who are currently less susceptible to traditional public safety messages, but are concerned at looking dumb in front of friends. According to Metro trains, the campaign contributed to more than 30% reduction in “near-miss” accidents in the three months between November 2012 and January this year.
We congratulate Melbourne Metro on their original and innovative campaign geared towards keeping their railways safe.