Detailed analysis of the "Dumb Ways to Die" Campaign
1. Context and objectives
โTime: Launched in November 2013.
โContext: Melbourne, Australia, where many accidents related to trains occur. Metro
Trains wanted to find an effective way to convey the road safety message.
โGoal: To enhance awareness of road safety and reduce train-related accidents in
Melbourne.
โBudget: The cost of the campaign was approximately 200,000 AUD, a modest figure
for a large-scale PR campaign
2. Strategy and implementation
โAnimated video:
โ A 3-minute animated video with upbeat music depicted humorous "dumb"
ways characters could get into danger (such as running across train tracks).
โ The simple language and vibrant imagery helped convey the message clearly.
โUse of social media:
โ The hashtag #DumbWaysToDie encouraged viewers to share the video and
their experiences.
โ The campaign created a community around the message, allowing people to
participate and share.
โSpin-off products:
โ A video game and mobile app were released, helping players learn about
safety in a fun way.
โ This combination not only extended the campaign's reach but also maintained
public interest in the safety message.
โMedia engagement:
โ The message and video were sent to various media outlets, generating a
wave of positive media coverage.
โ Many articles, interviews, and news pieces were published, increasing
campaign visibility.
3. Why PR Was More Effective than Other Tools
โCreativity and Uniqueness:
โ The humorous, eye-catching content and strong message made the
campaign stand out compared to traditional advertising, which can often be
dull.
โLow Cost, High Impact:
โ With a budget of AUD 200,000, the campaign achieved millions of views and
interactions, demonstrating the cost-effectiveness of PR.
โAuthenticity:
โ User-generated content from sharing and discussing the video enhanced the
credibility of the message.
โ The public tends to trust non-paid messages more than advertisements.
