Dumb Ways To Live
54,769,354 views. That’s the latest, overwhelming number of views that “Dumb Ways to Die” got on YouTube. Melbourne Metro Trains in Australia came up with this out-of-the-box public safety announcement because people tend to fatally ignore those warnings. According to John Mescall, McCann executive creative director, “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think Dumb Ways to Die will.” (Source: http://www.3aw.com.au/ ) Using cute animated creatures, the video highlighted the (what else?) dumb ways people do to die preventable deaths such as trying to race a rampaging train at the intersection. Chloe Alsop, marketing manager of Metro Trains, explained why they took the shock approach. “This campaign is designed to draw people to the safety message, rather than frighten them away. Especially in our younger segments. We want to create a lasting understanding that you shouldn’t take ris