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‘Dumb Ways to Die’ started as a response to a rail safety brief in 2012, to get young Melburnians to avoid taking risks around the Metro Trains network and to take rail safety seriously. Until this time, safety around trains had been an issue for Metro.
The approach had been tactical and instructional, which just wasn’t working. In the middle of 2012 a few level crossing incidents (across Australia) pushed us to think about how we can use marketing to better tackle the problem of people being safe around trains.
This 15-page case study details the company's response to that scenario, featuring extended campaign post-analysis including the strategy, execution and results of the Melbourne safety campaign that became the most-awarded work of marketing in the world.