PAT BARON chief creative officer mccann australiamail@patrickbaron.com

Dumb Ways To Die

Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people. We had to find a way to get them to care about being safe around trains. Being unsafe around trains is the Dumbest Way to Die. Rather than use shock tactics, we used entertainment and branded content to engage our audience, and then convinced them to pledge to be safe around trains.

First we launched a song on iTunes and a music video on YouTube. Then a book, a smartphone game, interactive outdoor posters, radio advertising and tumblr GIFS. A karaoke version of the song was even played on train stations. All channels led to our website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.

Young people viewed, created, shared and even purchased our rail safety message in unprecedented numbers. And just four months after launch, the Melbourne Metro has recorded a 21% reduction in accidents and deaths compared to the same time last year.

 

DUMB WAYS TO DIE YOUTUBE VIDEO
With over 60 million views to date, the music video directed people to our website where they could take the pledge not to do dumb stuff around trains. To watch the video on YouTube click here Dumb Ways To Die YouTube

 

DUMB WAYS TO DIE iTUNES RELEASE
The song could be downloaded for free via Soundcloud, and was also available for purchase on iTunes. It charted on iTunes in over 30 countries, reaching top 10 in 20 countries on the global singer/songwriter charts. The song was now on peoples’ playlists. Dumb Ways to Die is an original score, composed for this campaign.

The lyrics were written by the advertising agency, and the original music was composed by Ollie McGill of the The Cat Empire. Vocals were provided by Emily Lubitz, the lead singer of Tinpan Orange, with backing vocals by Ollie McGill. Members of the The Cat Empire, plus session musicans, performed the track. Together they were called
Tangerine Kitty. To download the song for free click here Dumb Ways To Die Single iTunes

ALBUM COVER
Tangerine Kitty

Dumb Ways To Die Patrick Baron Album Cover

 

DUMB WAYS TO DIE WEBSITE
The website has received over half a million visits, the average duration sitting at 4min, 31 seconds and most importantly, 407,628 pledges to not do anything stupid around trains. To visit the Dumb Ways To Die website click here
 DumbWaysToDie.com

 

DUMB WAYS TO DIE TUMBLR PAGE
The entire video was recreated as animated gifs for tumblr. This generated such a huge an immediate viral effect, it had the campaign on the front page of reddit for an entire day. To visit the Dumb Ways To Die Tumblr page click here Tumblr

 

DUMB WAYS TO DIE MOBILE iTUNES APP GAME
A smartphone game distributed via iTunes allowed young people to play and learn at the same time. To download the game for free click here Dumb Ways To Die Game

DWTD 20

 

DUMB WAYS TO DIE CHILDREN’S BOOK
Schools adopted the campaign as a teaching tool, so to meet demand we created a 64 page book called The Little Book of Dumb Ways To Die.

Patrick Baron Dumb Ways To Die

 

DUMB WAYS TO DIE SOFT TOYS
Soft toys were created and sold to children.

Patrick Baron Dumb Ways To Die Toys

 

DUMB WAYS TO DIE TRANSIT OUTDOOR
Train station all over Melbourne carried the message as posters and decals.

DWTD 21

 

RESULTS
21% reduction in accidents and deaths
Approaching 1million pledges on our website
Most shared PSA in history
3,000,000 plus Facebook shares
100,000 plus Twitter shares
2,000 plus Blog posts
3rd most viral ad of all time
Charted on iTunes in 28 countries
Reported by over 750 global news websites
Played for free by radio stations worldwide
Schools are using the campaign as a teaching tool
Earned media US$60,000,000 and rising

 

CREDITS
EXECUTIVE CREATIVE DIRECTOR   /   John Mescall
CREATIVE DIRECTOR   /   Patrick Baron
COPYWRITER   /   John Mescall   /   Adrian Mills
ART DIRECTOR   /   Patrick Baron
ANIMATION DIRECTOR   /   Julian Frost
RETOUCHER   /   Ross Goddard
GROUP ACCOUNT DIRECTOR   /   Adrian Mills
ACCOUNT DIRECTOR   /   Alec Hussain
MUSICAL ARRANGEMENT   /   Ollie Mcgill
VOCALS   /   Emily Lubitz

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