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Dumb Ways to Die
Dumb Ways to Die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety.〔 - official video link〕 The campaign video went viral through sharing and social media starting in November 2012.
==Campaign==
The campaign was devised by advertising agency McCann Melbourne. It appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr. John Mescall, executive creative director of McCann, said “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.”〔 McCann estimated that within two weeks, it had generated at least $50 million worth of global media value in addition to more than 700 media stories, for "a fraction of the cost of one TV ad".〔 According to Metro Trains, the campaign contributed to a more than 30% reduction in "near-miss" accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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