The IMC campaign by Melbourne Metro used a viral video, song, and game to promote rail safety and reduce deaths from train accidents in Victoria, Australia. The campaign featured silly characters engaging in dangerous activities to draw attention to preventing accidental deaths in a fun yet impactful way. It was highly successful in generating media coverage and contributions to a 30% reduction in near-miss accidents, while winning several awards for its creative public service messaging.

1. IMC Campaign by Melbourne Metro
Presented By Eshant Sharma PGCM4 / 1410

2. • Dumb Ways to Die is a public service announcement campaign by
Metro Trains in Melbourne, Victoria, Australia, to promote rail safety.
• The campaign video went viral through social media in November
2012.

3. • Deaths from trains
in Victoria
• Dumb people being
hit by trains
• Deaths are
preventable
• Lack of awareness
about rail safety

4. • Reduce deaths from trains in
Victoria
• Engage an audience that really
doesn't want to hear any kind of
safety message.
• Spread awareness regarding rail
safety

5. • Create awareness among mass
crowd
• Use various medias like songs,
videos, games to promote the
campaign

6. Video
Showed 21 characters
killing themselves in
increasingly stupid ways
Song
Targeted towards
dumb people in the
video
Game
Invites players to avoid the dangerous activities engaged in by the
various characters featured throughout the campaign.

7. • 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 the
Best 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 Grand
Trophy in the 2013 New York Festivals International Advertising
Awards.