Melbourne’s Metro Trains launches ‘dumb ways to die’ campaign to curb preventable train-related deaths
A three-minute animated music video, written by McCann ECD John Mescall, is the centre piece of the campaign. The video highlights the many dumb ways there are to die, with being hit by a train – a very preventable death – among them.
Mescall said: “We’ve got people eating superglue, sticking forks in toasters and selling both their kidneys. But truth is indeed stranger than fiction, and we still couldn’t come up with dumber ways to die than driving around boomgates and all the other things people do to put themselves in harm’s way around trains. 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.”
The song is downloadable to iTunes via DumbWaysToDie.com. It was sung by a Melbourne artist who wants to remain anonymous, but was produced the music by Ollie McGill of Cat Empire.
The campaign will also appear in press, through a Nova radio promotion, on Tumblr, through small and large space outdoor and throughout the Metro Trains network, with the lyrics to the song on the art work.
Chloe Alsop, marketing manager of Metro Trains, said: “The safety of our customers is our single most important consideration. So it’s terribly sad to see so many preventable accidents or near misses on our train system.”
“This campaign is designed to draw people to the safety message, rather than frighten them away. Especially in our younger segments. We want to create a lasting understanding that you shouldn’t take risks around trains, that the prospect of death or serious injury is ever-present and that we as a community need to be aware of what constitutes both safe and dumb behaviour.”
Executive Creative Director: John Mescall
Creative Team: John Mescall, Pat Baron
Animation: Julian Frost
Digital Team: Huey Groves, Christian Stocker
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Senior Producer: Mark Bradley
Producer: Cinnamon Darvall
Composer and producer: Oliver McGill
General Manager, Corporate Relations: Leah Waymark
Marketing Manager: Chloe Alsop