Dumb Ways to Die
| Dumb Ways to Die | |
|---|---|
| Developer(s) | Julian Frost Samuel Baird |
| Publisher(s) |
Metro Trains Melbourne PopReach |
| Producer(s) | Ollie McGill |
| Platform(s) | iOS, Android |
| Release |
iOS
|
| Genre(s) | Action game, Puzzle game |
| Mode(s) | Single-player |
Dumb Ways to Die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety. The campaign video went viral through sharing and social media starting in November 2012.
On January 20, 2016, Dumb Ways To Die came to Denver, Colorado, the first time the campaign came into the USA. It is seen on the RTD system.
The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers, local radio, and outdoor advertising throughout the Metro Trains network and on Tumblr. John Mescall, executive creative director of McCann, said "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." McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad". According to Metro Trains, the campaign contributed to a more than 30% reduction in "near-miss" accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013.
A video was developed by Pat Baron, animated by Julian Frost, and produced by Cinnamon Darvall. It was uploaded to YouTube on 14 November 2012 and made public two days later. It featured "Numpty, Hapless, Pillock, Dippy, Dummkopf, Dimwit, Stupe, Lax, Clod, Doomed, Numskull, Bungle, Mishap, Dunce, Calamity, Ninny, Botch and Doofus killing themselves in increasingly stupid ways" culminating in the last three characters (Stumble, Bonehead and Putz) being killed by trains due to unsafe behavior. It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 30 million times.As of February 2017[update], the video has received over 145 million views.
McCann released an "Official Karaoke Edition" of the video on 26 November 2012.
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