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Detailed analysis of the _Dumb Ways to Die
Typology: Exercises
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1. Context and objectives โ Time: Launched in November 2013. โ Context: Melbourne, Australia, where many accidents related to trains occur. Metro Trains wanted to find an effective way to convey the road safety message. โ Goal: To enhance awareness of road safety and reduce train-related accidents in Melbourne. โ Budget: The cost of the campaign was approximately 200,000 AUD, a modest figure for a large-scale PR campaign 2. Strategy and implementation โ Animated 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. โ Use 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. โ Spin-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. โ Media 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 โ Creativity 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. โ Low 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. โ Authenticity : 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.
โ Viral Potential : โ The campaign leveraged viral effects, with shareable content reaching millions without additional advertising investment.
4. Results and Impact โ Reduction in Accidents : โ After implementation, the campaign noted a 20% decrease in train-related accidents, indicating effectiveness in raising safety awareness. โ Viral Success : โ The video garnered over 200 million views on YouTube and became one of the most shared videos on social media in 2013. โ This created a strong social media phenomenon. โ International Awards : โ The campaign won multiple awards, including the Grand Prix at Cannes Lions, proving its power and creativity in the PR field. SUM: =>Goal: To enhance awareness of road safety and reduce train-related accidents in Melbourne. =>Budget: The cost of the campaign was approximately 200,000 AUD, a modest figure for a large-scale PR campaign
Choosing PR for the "Dumb Ways to Die" campaign was not only reasonable but also a smart strategic decision. PR helped establish a deep connection with the public, creatively and effectively conveying the message while positively impacting awareness of road safety.