So many dumb ways to die

Campaign

Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people.

The idea was pretty simple. Trains travel in a straight line, If you get hit by one, it’s really one of the dumbest ways you can die.

Launched as a video on Youtube, a song on iTunes, Dumb Ways to Die the game now has over 4 billion unique plays from every country in the world.

A song was launched on iTunes and a music video on YouTube. Then a book, a smartphone game, interactive outdoor posters, radio advertising and tumblr GIFS. A karaoke version of the song was even played on train stations.

All channels led to a website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.

Illustration of cartoon characters on a train platform with text "Dumb Ways to Die" above them. Various characters display humorous and dangerous situations, promoting safety awareness. Includes iTunes and Google Play download logos.
App Store listing for 'Dumb Ways to Die,' showing app icon, rating, and available platforms, with an iPhone displaying search results for the same app.
Four smartphone screens displaying scenes from the game 'Dumb Ways to Die,' featuring animated characters and score summary.
Digital music player interface displaying "Dumb Ways to Die" single by Tangerine Kitty, featuring song cover art with cartoon characters on a road.
Illustration of cartoon characters crosswalk "Dumb Ways to Die" Tangerine Kitty urban scene.
The Little Book of Dumb Ways to Die with cartoon characters on cover
Illustrated character with red hair on fire running on path in a book
Cartoon character above water with text "Use your private parts as piranha bait."
Illustrated book page with a purple character crossing train tracks in front of a yellow train, with a red balloon and text on the opposite page.
"Dumb Ways to Die" poster featuring a blue cartoon character leaning on a yellow object with a red balloon. The poster includes humorous and absurd suggestions like setting fire to your hair and poking a grizzly bear.
Blurred train at a station with a safety warning screen displaying a cartoon character on Platform 4.
Animated character poster at train station platform with trains in motion.
Subway wall with three colorful "Dumb Ways to Die" posters featuring cartoon characters in humorous dangerous situations. Characters include a blue figure with fire on its head, a skeleton with an electrical plug, and a character with a bleeding head
Digital billboard with cartoon characters from 'Dumb Ways to Die' safety campaign in a shopping mall.
Three iPhones displaying Instagram posts from "official_dumbwaystodie." The first shows a green character with antlers and a mask, the second features a pink character with lifebuoys in water, and the third has intertwined colored arms for solidarity

Metro Trains
Public Transport Victoria
Public Health & Safety Awareness

Results
20% reduction in "near-miss" accidents
#1 Game App in 90 countries
Over 2 Billion unique games played
#1 Ranked song iTunes
127 million pledges
333 Million Youtube views

Capabilities
Film, Radio, Outdoor, Digital, PR, Mobile Game, Social & Content