Dumb Ways to Die is a public service announcement for Metro Trains Melbourne to promote rail safety. It has become viral due to social media and video sharing. The campaign was devised by Melbourne Advertising Agency McCann. It appeared in Newspapers, Radio, outdoor advertising, on social media sites (such as Tumblr [that is spelt correctly] and Instagram) and throughout the Metro Trains system. It was estimated by McCann that within two weeks it had generated at least $50 million worth of global media value and had appeared in over 700 media stories around the World for a fraction of the cost of one TV ad. Metro had estimated it had resulted in a decrease of 30% in near-miss incidents on the Metro train network.
An animated music video for Dumb Ways to Die was uploaded to YouTube on the 14th November 2012 and was made Public two days later. It features a cast of interesting characters killing themselves in ways that get funnier over the course of the video. Three characters are killed by trains in the video and within 2 days it had received 2.1 million viewers and within two weeks it had reached over 28 million views. Currently it sits on just over 40 million views. It has spawned numerous covers and parodies and has been received well around the globe.
When Dumb Ways to Die was released on iTunes 50% of the cost of making the song was covered by iTunes downloads in just three weeks! Dumb Ways to Die SoundCloud free downloads (advertised by the campaign website) has reached over 155, 000 downloads! On iTunes the song reached top ten in many countries and the song was played for free on Radio due to its popularity. This song was also played on radio stations around the globe where Dumb Ways to Die was popular.
Dumb Ways to Die has become the most viewed Public Safety Announcement and remember, be safe around trains!
May the odds be ever in your favour around trains, see you tomorrow!
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