IMC Campaign by Melbourne Metro

Presented By Eshant Sharma PGCM4 / 1410

• Dumb Ways to Die is a public service announcement campaign byMetro Trains in Melbourne, Victoria, Australia, to promote rail safety.

• The campaign video went viral through social media in November2012.

• Deaths from trainsin Victoria

• Dumb people beinghit by trains

• Deaths arepreventable

• Lack of awarenessabout rail safety

• Reduce deaths from trains inVictoria

• Engage an audience that reallydoesn't want to hear any kind ofsafety message.

• Spread awareness regarding railsafety

• Create awareness among masscrowd

• Use various medias like songs,videos, games to promote thecampaign

VideoShowed 21 characterskilling themselves inincreasingly stupid ways

SongTargeted towardsdumb people in thevideo

GameInvites players to avoid the dangerous activities engaged in by thevarious characters featured throughout the campaign.

• Generated at least $50 million worth of global media value

• More than 700 media stories

• Contributed to a more than 30% reduction in "near-miss"accidents

• The campaign won seven Webby Awards in 2013 including theBest Animation Film & Video and Best Public Service &Activism

• It won three Siren Awards, run by Commercial Radio Australia

• The public service announcement was awarded the GrandTrophy in the 2013 New York Festivals International AdvertisingAwards.