Dumb Ways to Die, the world’s most shared public service announcement, hit the internet in November 2012. The public service announcement campaign was launched by Metro Trains Melbourne to promote rail safety. The safety campaign video went viral through YouTube, quickly being sharing all over social media.
Within days of its launch, the song entered the top 10 chart of iTunes. By July 2013, it had sold 100,000 copies. The Dumb Ways to Die channel on YouTube has now amassed over 200 million views.
The first game app, Dumb Ways to Die, climbed to number one in 22 countries including the US, UK, Canada and Australia. It now has over 130 million downloads and 3 billion unique plays coming from every country in the world.
In November 2014, Dumb Ways to Die 2: The Games was released, taking the safety message even further. It became the number one app in 83 countries, with more than 65 million people pledging to be safe around trains. The Games now has over 75 million downloads and 1.2 billion unique plays coming from every country in the world.
Dumb Ways to Die was the most awarded campaign in the history of Cannes (with 28 Lions, including five Grands Prix). With over 127 million people having stated that they would be safer around trains because of the campaign, Dumb Ways to Die, continues to hold kids and adults under its spell.
There are endless occasions and events at which we all don’t think about safety as much as we should. To continue and grow engagement, Dumb Ways to Die will continue to provide content to support selected events and occasions that will drive the safety message in a relevant way.