After the overwhelming success of the original Dumb Ways to Die campaign, we had the opportunity to reach even more young people around the world and encourage them to be safe around trains.
We created Dumb Ways to Die: The Games. In it, players travel by train across a world filled with loveable new characters and try to keep them alive as they compete in the dumbest sports ever invented, as well as guide them through train safety mini-games. The game combines children’s love of sports and video games, teaching them about the importance of train safety in a fun and engaging way.
The game became the No. 1 app in 85 countries with 93 million pledges to be safe around trains. It turned our local rail safety campaign from Melbourne into a global campaign, promoting rail safety right around the world.