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It’s catchy and the animation is hilarious.
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There are clear reasons why ‘Dumb Ways to Die’ has been a success. So successful was the campaign that within three months, MTM reportedly saw a 21% reduction in railway accidents and deaths compared to a year ago, with one million people already signing pledges on MTM’s which reads: ‘I solemnly swear to not do dumb stuff around trains.’ Metro Trains Melbourne’s (MTM) Dumb Ways To Die rail safety campaign has officially become the most awarded ad in the history of the Cannes advertising festival with the campaign’s producer, Melbourne agency McCann, winning 32 Lions awards. The ‘beautiful’ Dumb Ways to Die campaign is officially the most-successful ever campaign at Cannes bagging two more Grand Prix on its final day, and 28 Lions overall. When it comes to risk and safety, with what do we measure success indeed, can success be measured or is it much about the eye of the beholder? The fanfare over the ‘ “Dumb Ways to Die” campaign and, claims to success make an interesting study. Another interesting read is an article by John Culvenor on his safe design blog where he quite right says that advertising money is better spent on safer facilities than trying to change naughty behaviour: Dumb ways to die – novel – but useless They say: “ While Dumb Ways to Die has won more creative awards than almost any other it has not been able to replicate that success in the coveted effectiveness categories” Dumb Ways To Die – A Strange Sense of SuccessĪrticle by Rob Long from will definitely make you rethink your initial thoughts about this video. Update: Media and marketing commentators Mumbrella report similar findings to Rob Long (18 months later) in their article Has Dumb Ways to Die been effective?. Is using humour in safety a method to handle and think about things we are uncomfortable with or does using humour simply help us ignore the real issues?.
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