Episode 303 - Dumb Ways to Die (2012)

The "Dumb Ways to Die" campaign launched in November 2012 by Metro Trains in Melbourne, and by the end of next year, it cemented itself as a legendary advertising campaign. Its viral success not only promoted railway safety, but also earned international acclaim for its creative approach, becoming an iconic example of effective public service announcements and a billion parodies.

Join Holly & Matthew as they delve into its viral success and profound impact on public awareness, illuminating the intersection of creativity and public safety advocacy in contemporary advertising discourse.

Sources Used: 

• “The dumbest way to die is without life insurance”; Empire Life launches new advertising campaign | Empire Life | 29 May 2014 | https://web.archive.org/web/20160805152152/http://www.empire.ca/consumer/about-us/news/news-archive-2014/2014-05-29/en/
• Campaign of the Week: Dumb Ways To Die | Robert Allen | 28 Sep 2018 | https://www.smartinsights.com/digital-marketing-strategy/campaign-of-the-week-dumb-ways-to-die/
• CASE STUDY: Dumb Ways To Die | Michael Cray |24 Jan 2022 | https://smithbrothersmedia.com.au/get-smarter/case-study-dumb-ways-to-die/
• Culture, Learning and Risk | Human Dymensions Quarterly Newsletter | Jun 2017 | https://spor.com.au/wp-content/uploads/2018/02/June-2017-compressed.pdf
• Dumb Ways To Die and A Strange Sense of Success | Dr Rob Long | 30 Nov 2016 | Safety Risk | https://web.archive.org/web/20170708111545/https://www.safetyrisk.com.au/dumb-ways-to-die-and-a-strange-sense-of-success/
• Dumb Ways to Die viral ‘leads to 20% drop in dumb behaviour at Melbourne train stations’ | 8 Feb 2013| Robin Hicks | https://mumbrella.com.au/dumb-ways-to-die-viral-leads-to-20-drop-in-dumb-behaviour-at-melbourne-train-stations-138464
• Jewish voice goes viral | Australian Jewish News | 30 Nov 2012 | Tamna Jacks | Page 9 | https://nla.gov.au/nla.obj-2945979029/view
• Lebedev's blog post was blocked for a clip about stupid methods of suicide | 5 Feb 2013 | Lenta.ru | http://lenta.ru/news/2013/02/05/dumbwaystoblacklist/
• Quirky 'Dumb Ways to Die' campaign sweeps advertising awards | Reuters | 24 Jun 2013 | https://www.reuters.com/article/us-australia-advertising-die-idUSBRE95N03L20130624/

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