It ended with a reference to the main point: railway safety. The video featured a cute song with morbidly ‘funny’ cartoon characters dying in ridiculous ways. The first step for McCann Melbourne and Metro Trains was to produce and record a music video entitled ‘Dumb Ways To Die’.
Typical train safety PSA’s have often used the ‘shock’ tactic (Operation Lifesaver, 2016). While it is hard to attribute this result directly to the campaign, it is a positive statistic that does help argue that the campaign has been effective. But more importantly, following the campaign, Metro Trains found a 21% reduction in train station incidents (Brand News, 2013). Various covers were produced by different artists and the song was used in school as an effective method for teaching safety. The campaign also included user participation through a smart phone app. This was implemented to try and actively change people’s behaviour, rather than stop at a public message. Nearly all aspects of the campaign pushed people towards the website where they could push the button and make the pledge to train safety. Radio advertising also played a roll in spreading the message, which was so successful radio stations started playing the song for free.Īs the song gained so much attention and momentum, the PSA was further expanded to include train station/public posters and billboards, a children’s book and a website where people could ‘make the pledge’ to be safe around train stations. It became the Internet’s most shared video in 2012. Be safe around trains.Dumb Ways to Die sky-rocketed up the iTunes charts (iTunes, 2012).Ī dedicated Tumblr page also accompanied the campaign which pushed the PSA to go viral. Dumb ways to die The dumbest ways to die Dumbest ways to die So many dumb So many dumb ways to die.
DUMB WAYS TO DIE SONG LYRICS YOUTUBE HOW TO
A message from Metro (Lyrics) Set fire to your hair Poke a stick at a grizzly bear Eat medicine that's out of date Use your private parts as piranha bait Dumb ways to die So many dumb ways to die Dumb ways to die So many dumb ways to die Get your toast out with a fork Do your own electrical work Teach yourself how to fly Eat a two week old un-refrigerated pie Invite a psycho killer inside Scratch a drug dealer's brand new ride Take your helmet off in outer space Use a clothes dryer as a hiding place Keep a rattle snake as a pet Sell both your kidneys on the internet Eat the tube of super glue I wonder what's this red button do? Dress up like a moose during hunting season Disturb a nest of wasps for no good reason Stand on the edge of a train station platform Driver around the boom at a railroad crossing Run across the tracks between platforms They may not rhyme, but they're quite possibly.
DUMB WAYS TO DIE SONG LYRICS YOUTUBE SERIAL
* burning hair * head bit off by bear * disease from out of date medicine * get lets (and privates) eaten by piranha * electrocuted by a toaster * burnt in an electrical fire * decapitation in plane crash * stomach explodes from food poisoning * murdered by serial killer * beaten to death by a drug dealer * exploding head in outer space * spun in a clothes dryer * bit in the eye by a poisonous snake * selling organs online * eating superglue * pressing the nuclear launch button * shot to death by hunters * stung by wasps * hit by train (fall off platform) * hit by train (crossing tracks) * hit by train (running across platforms) Be safe around trains. It is ironic with a peaceful, fun song playing in the background about death. "Dumb Ways to Die" This animated commercial for Metro Trains (Australia) shows numerous cartoon characters who aren't safe and die in dumb ways.
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