Dumb Ways to Die - Campaign

The Dumb Ways to Die campaign is all about being safe on the metro and around trains. A series of different elements were designed for this campaign and it has been extremely successful all over the world.

First of all a song was written, uploaded to YouTube as a video and it got over 20 million views in a week. Then the song was released on iTunes. Every element of the campaign directly drove people to the website to pledge to be safe around trains, and nearly 1 million people took the pledge on the website.

There was also a book created for children which directed them to take the pledge on the website. Plus there was outdoor advertising such as large images on walls, which influenced people to promise to be safe around trains. As well as this a smartphone game also got more people involved and promise to be safe after playing it. The result of this multi media campaign was that it got people to adopt the rail safety like never before.

After looking at this campaign and the success of it, I will definitely be creating my own multi media campaign as I feel it comes across as more interesting to people.

http://mccann.com.au/project/dumb-ways-to-die/

http://www.dumbwaystodie.com