Accident rates on the Melbourne Metro were rising due to an increase in risky behavior around trains. Since a rail safety message was the last thing people wanted to hear, and traditional public safety messages just did not work any more. McCann Melbourne decided to turn the message people needed to hear, into a message that people wanted to hear by embedding the messaging into a song and accompanying music video: Dumb Ways to Die…
By using entertainment, not shock tactics, the message transcended advertising to become social currency. Dumb Ways to Die became the most shared public service campaign in history, with over 1.7 million social media shares in the first month alone. Here is the case video…